Successful Direct Marketing Methods - Hardcover

STONE

Hardcover

ISBN 10: 0844230030 ISBN 13: 9780844230030

Publisher: McGraw-Hill Education, 2000

Synopsis

The foremost authority on direct marketing leads students step-by-step through the entire direct marketing process--from the why's and how's of successful creative to the business side of profitable direct marketing to interactive media and relational databases. All media are covered, including the traditional areas of print, broadcast, co-op, and telemarketing, as well as electronic and interactive media. The Instructor's Manual and Test Bank provide additional exercises and projects, answers to end-of-chapter quizzes, and 50 test questions per chapter, including multiple choice, true and false, and matching questions. Bob Stone's 30 Timeless Direct Marketing Principles Video (VHS format) 60-DAY EXAMINATION

About this title

From the Back Cover

"The most thorough, straightforward, and informative book available on direct marketing...As the industry continues to grow, it is essential we have one central resource to fall back upon which clearly states the defining principles, practices, and applications of the direct marketing discipline. This book represents that one key resource for clients, agencies, and students of direct marketing."
--John R. Goodman, President, Pareto Marketing, Inc.

"A totally current, authoritative marketing corpus for students and executives alike... Stone and Jacobs present a compelling guide to understanding and profiting from the shockwaves of change that have shattered the mass market into pieces as small as a single customer, driving relevancy in marketing and rewriting all the rules."
--Daniel Morel, Chairman and Global CEO, Wunderman ..".Bob Stone and Ron Jacobs have done an excellent job of laying out the requirements for the new era of one-to-one marketing online."
--George S. Wiedemann, former President and CEO, Responsys.com

"The single most comprehensive and contemporary tool in direct marketing. It is rich in its coverage of the expanded direct marketing landscape...I can't imagine anyone in direct marketing not finding it indispensable."
--Jerry I. Reitman, former Executive Vice President, The Leo Burnett Company, and author of Beyond 2000: The Future of Direct

About the Author

Bob Stone Chairman Emeritus, Stone & Adler, Inc. President, Bob Stone, Inc. Awards Member of Direct Marketing Hall of Fame. Eight-time winner of the Direct Marketing Associations Best of Industry Award. Recipient of the Charles S. Downes Award for direct marketing contributions. Recipient of the Edward N. Mayer, Jr. Award for contributions to direct marketing education and two Gold Echo Awards as well as the John Caples Award for copy excellence. Articles and Books Bob Stone was a feature columnist in Advertising Age for 12 years, writing over 200 articles on the subject of direct marketing. He is the author of Successful Direct Marketing Methods, now in its seventh edition. (Over 200,000 copies in print, including foreign editions.) He has also authored Direct Marketing Success Stories and co-authored Successful Telemarketing. NTC Business Books of Lincolnwood, Illnois is the publisher of Stones books. Teaching Stone has taught degree programs at Northwestern University and University of Missouri. He has lectured extensively in the States, Europe, Asia, and Australia. Affiliations Former Director, Direct Marketing Association Former President, Chicago Association of Direct Marketing Former President, Associated Third Class Mail Users Former Trustee, Direct Marketing Educational Foundation

Edition details

• Publisher: McGraw-Hill Education
• Publication date: 2000
• Language: English
• ISBN 10: 0844230030
• ISBN 13: 9780844230030
• Binding: Hardcover
• Edition number: 6
• Number of pages: 640