Description
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. Section One: Direct Marketing Essentials Chapter 1: The Scope of Direct Marketing Chapter 2: Business, Strategic and Direct Marketing Planning Chapter 3: The Impact of DatabasesChapter 4: Consumer and Business Mailing ListsChapter 5: The OfferChapter 6: Building Customer RelationshipsChapter 7: Implementing Global Direct Marketing CampaignsChapter 8: Business-to-Business Direct MarketingChapter 9: Marketing to Businesses with Lead Generation Section Two: Media of Direct Marketing Chapter 10 – MagazinesChapter 11 – NewspapersChapter 12 – TV/RadioChapter 13: Insert and Co-op MediaChapter 14: Telemarketing/Teleservices Section Three: Internet Direct Marketing Chapter 15: Overview of Internet Direct MarketingChapter 16: E-Communications Chapter 17: E-Commerce Section Four: Managing the Creative Process Chapter 18: Creating Direct Mail AdvertisingChapter 19: Creating and Managing CatalogsChapter 20: Creating Print AdvertisingChapter 21: Modeling for Business Decision SupportChapter 22: Mathematics of Direct MarketingChapter 23: Innovation through Creativity and TestingChapter 24: Research for Direct MarketingGlossary
