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    Successful Direct Marketing Methods
    Successful Direct Marketing Methods
    Successful Direct Marketing Methods
    Ebook524 pages13 hours

    Successful Direct Marketing Methods

    By Bob Stone and Ron Jacobs

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    About this ebook

    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.

    LanguageEnglish
    PublisherMcGraw-Hill Education
    Release dateDec 5, 2007
    ISBN9780071784139
    Successful Direct Marketing Methods
    Author

    Bob Stone

    Liverpool born Bob Stone is an author and bookshop owner. He has been writing for as long as he could hold a pen and some would say his handwriting has never improved. He is the author of two self-published children's books, A Bushy Tale and A Bushy Tale: The Brush Off. Missing Beat, the first in a trilogy for Young Adults, is his first full-length novel.Bob still lives in Liverpool with his wife and cat and sees no reason to change any of that.

    Read more from Bob Stone

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