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 ageTechniques for optimizing customer acquisition, up-selling and cross-selling, reducing defections, extending loyalty, and improving retentionCRM applications, data mining, call center, campaign management, and sales force automationCustomer experience management--connecting customers and brands at every touch pointBrand building with direct marketing tools and techniquesThe growth of direct marketing in Europe, Asia, and Latin AmericaMethods of international marketing--both direct and telemarketingSuccessful Direct Marketing Methods offers professionals a comprehensive roadmap for direct marketing success across today's multiple marketing channels.
Les mer
Helps marketers understand and implement complex direct marketing tools and techniques.
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 DatabasesChapter 4: Consumer and Business Mailing ListsChapter 5: The OfferChapter 6: Building Customer RelationshipsChapter 7: Implementing Global Direct Marketing CampaignsChapter 8: Business-to-Business Direct MarketingChapter 9: Marketing to Businesses with Lead GenerationSection Two: Media of Direct Marketing Chapter 10 - MagazinesChapter 11 - NewspapersChapter 12 - TV/RadioChapter 13: Insert and Co-op MediaChapter 14: Telemarketing/Teleservices Section Three: Internet Direct Marketing Chapter 15: Overview of Internet Direct MarketingChapter 16: E-Communications Chapter 17: E-Commerce Section Four: Managing the Creative Process Chapter 18: Creating Direct Mail AdvertisingChapter 19: Creating and Managing CatalogsChapter 20: Creating Print AdvertisingChapter 21: Modeling for Business Decision SupportChapter 22: Mathematics of Direct MarketingChapter 23: Innovation through Creativity and TestingChapter 24: Research for Direct MarketingGlossary
Les mer
“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
Les mer
Produktdetaljer
ISBN
9780071458290
Publisert
2008-12-16
Utgave
8. utgave
Utgiver
Vendor
McGraw-Hill Professional
Vekt
1327 gr
Høyde
231 mm
Bredde
191 mm
Dybde
41 mm
Aldersnivå
P, 06
Språk
Product language
Engelsk
Format
Product format
Innbundet
Antall sider
696