Successful Direct Marketing Methods
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BeschreibungDirect 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
PortraitBob 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 Association's 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 Stone's 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
Untertitel: Interative, Database, and Customer-based Marketing for Digital Age. 8 Rev ed. Illustrations. Sprache: Englisch.
Verlag: McGraw-Hill Education - Europe
Erscheinungsdatum: Januar 2008
Seitenanzahl: 696 Seiten