Riassunto
With more than 250,000 copies sold, the classic text on direct marketing is now even better! This thoroughly revised edition of Successful Direct Marketing Methods --the "bible" of direct marketing-- includes expanded material on the Internet and other digital media and brand new information on E-business (including E-communications, banners, buttons, E-mail, permission marketing). Also includes E-commerce (online merchandising and usability and navigation of websites) and E-services (online customer service, live operators, online chats, linking with call centers); up-to-the minute coverage of database marketing including data mining and online databases; expanded coverage of consumer privacy issues; new information on customer relationship marketing and teleservices-- and more! Completely rewritten and modernized from the last edition to include cutting-edge information on the latest E-tools available to direct marketers Now includes real-life business case studies from well known companies like Ford Motor Company, Dell Computer, NutraSweet, and more!
Informazioni sugli autori
Bob 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 Associations 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 Stones 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
Ron Jacobs is President of Jacobs & Clevenger, Inc., an integrated marketing and professional services company with a focus on customer relationship marketing and based in Chicago, Illinois. He is also Senior Lecturer in the Medill/Integrated Marketing Communications Program, Northwestern University, where he teaches interactive marketing and E-Commerce. He was Program Coordinator for the Certificate of Direct Marketing Program at DePaul University from 1991 to 1995. Ron is a 1994 recipient of the Direct Marketing Education Foundation's Outstanding Direct Marketing Educator Award. A frequent speaker in the United States and internationally, Jacobs is the author of articles on such direct marketing issues as customer acquisition, database development, interactive/new media, business-to-business campaigns, integrated marketing communications, privacy, and customer relationship management. Jacobs is on the DMA Information and Interactive Tech Council and served as Vice Chair 1997-199 and E-Commerce Chair 1998-1999. He has served as an expert witness on the uses of consumer data and privacy. He is on the Advisory Board for the DMA Political Action Committee. A past president of the Chicago Association of Direct Marketing, Ron has served as Trustee of the CADM's Education Foundation and is past General Chairman of the CADM's Education Foundation Campaign Committee. He was CADM's 1998 Direct Marketer of the Year. Prior to beginning his direct marketing career, Ron spent 10 years with Trans World Airlines, where he worked in Customer Service, Operations, and agency sales.
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
