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.
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