Successful Direct Marketing Methods

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.

I was a little disappointed though.


Good Overview of Traditional Direct Marketing   June 13, 2000
10 out of 10 found this review helpful

This is a good book for getting an overview of Direct Marketing. It
is, however, not up to date. From the time of the last publishing
(1996, 6th edition) there have been many changes in the world of
direct marketing. Some of the terminology is outdated, especially in
the chapter on creative writing. There is no mention of newer types
of direct marketing, i.e Loyalty Programs and the chapter on New Media
is thin, with scant info. on the internet. (This review refers to a previous edition of this title.)



Successful Direct Marketers use these methods!   April 25, 2000
Barbara Manning (Tokyo, Japan)
4 out of 7 found this review helpful

Mr. Stone lays out in complete and easily to understand terms, the essential techniques for planning objectives and strategies and properly using tactics.

Every direct marketer has read this book and uses its guidelines for timeless, quality, financially successful direct marketing planning.

I encourage you to read it.