Successful Direct Marketing Methods

by Bob Stone, Ron Jacobs

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

Genres: Business

Hardcover

First published January 1, 1984

Reviews

[Lori Grant]

A should-read book on direct marketing for the knowledge worker, manager, executive, or entrepreneur.

[Jeremy]

It's always good to compare what I'm doing against what has been proven to work.

[Kyle Shropshire]

Good introduction but some dated references

I learned a lot about the basics of direct marketing as a beginner. However there were references to downloading paid ringtones, MySpace starting, and average monitor resolution of 640x480 that clearly indicated to me that I also need a more up-to-date reference to validate some points.