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:
Successful Direct Marketing Methods offers professionals a comprehensive roadmap for direct marketing success across today's multiple marketing channels.
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“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 ofBeyond 2000: The Future of Direct
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