Direct marketing has grown beyond its roots in traditional mail order to embrace
a host of new technologies, customer relationship-building techniques, and performance
measures. Today, businesses and nonprofits of all kinds use direct marketing, which now
garners 25% of the U.S. marketer's budget, surpassing newspapers and broadcast TV.
Hailed as the"bible" of direct marketing for over 30 years,
Successful Direct Marketing Methods has been completely updated and expanded with all the
latest tools and techniques needed for success in today's digital, multi-channel
marketplace.
Written by world-renowned direct marketing experts Bob Stone and Ron Jacobs,
the Eighth Edition of Successful Direct Marketing Methods contains major revisions to
chapters on the creative process, fully covering the development of direct mail
advertising, catalogs, and print advertising. The Eighth Edition also explores such new
topics as:
- The expanding objectives of direct marketing in the digital age
- Techniques for optimizing customer acquisition, up-selling and
cross-selling, reducing defections, extending loyalty, and improving retention
- CRM applications, data mining, call center, campaign management, and sales
force automation
- Customer experience management--connecting customers and brands at every
touch point
- Brand building with direct marketing tools and techniques
- The growth of direct marketing in Europe, Asia, and Latin America
- Methods of international marketing--both direct and telemarketing
Successful Direct Marketing Methods offers professionals a comprehensive
roadmap for direct marketing success across today's multiple marketing channels.
Bob Stone was the cofounder and Chairman Emeritus of Stone & Adler, Inc.,
now a Young & Rubicam company. One of the pioneers of direct marketing, he was an
eight-time winner of the Direct Marketing Association's ?Best in Industry Award.? A former
director of the Direct Marketing Association, Mr. Stone was one of the earliest inductees
into the Direct Marketing Hall of Fame.
Ron Jacobs is president of Jacobs & Clevenger, a multichannel, direct
marketing communications agency that provides direct, digital, and database marketing
services; transactional branding; and customer marketing programs. J&C?s practice
areas include cross-channel strategy and planning, implementation, and creative and
database optimization. The author of many articles on direct marketing and a frequent
speaker, he works with clients and organizations in the U.S. and around the world.
Table of Contents
Section One: Direct Marketing Essentials
Chapter 1: The Scope of Direct Marketing
Chapter 2: Business, Strategic and Direct Marketing Planning
Chapter 3: The Impact of Databases
Chapter 4: Consumer and Business Mailing Lists
Chapter 5: The Offer
Chapter 6: Building Customer Relationships
Chapter 7: Implementing Global Direct Marketing Campaigns
Chapter 8: Business-to-Business Direct Marketing
Chapter 9: Marketing to Businesses with Lead Generation
Section Two: Media of Direct Marketing
Chapter 10 - Magazines
Chapter 11 - Newspapers
Chapter 12 - TV/Radio
Chapter 13: Insert and Co-op Media
Chapter 14: Telemarketing/Teleservices
Section Three: Internet Direct Marketing
Chapter 15: Overview of Internet Direct Marketing
Chapter 16: E-Communications
Chapter 17: E-Commerce
Section Four: Managing the Creative Process
Chapter 18: Creating Direct Mail Advertising
Chapter 19: Creating and Managing Catalogs
Chapter 20: Creating Print Advertising
Chapter 21: Modeling for Business Decision Support
Chapter 22: Mathematics of Direct Marketing
Chapter 23: Innovation through Creativity and Testing
Chapter 24: Research for Direct Marketing
Glossary
594 pages, Hardcover