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Successful Direct Marketing Methods, by Bob Stone, Ron Jacobs
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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.
- Sales Rank: #222582 in Books
- Published on: 2007-12-05
- Original language: English
- Number of items: 1
- Dimensions: 9.70" h x 1.70" w x 7.70" l, 2.94 pounds
- Binding: Hardcover
- 696 pages
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 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.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Completely outdated.
By JR
It was written before smartphones. As a marketer, you can draw a clear line between "marketing before smartphones" and "marketing after smartphones." This falls into the former. The information is technically correct, just completely outdated.
0 of 0 people found the following review helpful.
Great!
By nicole
Book looks and feels brand new
15 of 17 people found the following review helpful.
Good Overview of Traditional Direct Marketing
By A Customer
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.)
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