Successful Direct Marketing Methods, Seventh Edition
Editorial Reviews
Review
III : “The new edition of Successful Direct Marketing Methods is the only reference I could imagine replacing my trusted and now dog-eared sixth edition. With all this new material, it is another major contribution to the industry.” Peter J. Rosenwald VP Direct Marketing Grupo Abril, Brazil Creator and author of ACPO computer model and book: Successful Economic Planning for Direct and Data Driven Marketing and CRM. “Rarely does a new edition of a book meet our expectations. This one does and then some! Bob Stone and Ron Jacobs have given all of us – from novice to seasoned practitioner – the single most comprehensive and contemporary tool in direct marketing. It is rich in its coverage of the expanded direct marketing landscape. The examples are great and topical. I can’t imagine anyone in direct marketing not finding it indispensable.” Jerry I. Reitman Executive Vice President (retired) The Leo Burnett Company Author of Beyond 2000: The Future of Direct Marketing “Once again, Bob Stone has re-invented direct marketing. His seventh edition of SUCCESSFUL DIRECT MARKETING METHOD, now with Ron Jacobs, has successfully identified the convergence of direct, database and the new electronic communication systems. It's the cutting edge and beyond for all marketers who have an interest in dealing directly with their customers and prospects no matter what the medium. Bravo for Bob and Ron.” Don E. Schultz, Ph D Professor, Integrated Marketing Communications Northwestern University Evanston, IL "For over 20 years in this business, I have kept the latest edition of "Successful Direct Marketing Methods" near my desk. This new edition is essential to me now that I've become CEO of an online direct marketing company, because Bob Stone and Ron Jacobs have done such a good job of laying out the essentials for the new era of one to one marketing online." George S. Wiedemann President, and CEO Responsys.com “If you want to be the best in Direct Marketing, please read, re-read and read again the new version of "Successful Direct Marketing Methods" by Bob Stone and Ron Jacobs. Written in plain English, this classic text combines the wisdom of years in the business illustrated by great case studies, with the latest thinking on everything that is "e". Wendy Riches President, Marketing Communications Group, D'Arcy "Successful Direct Marketing Methods is without a doubt the most thorough, straightforward and informative book available on direct marketing. The insight, knowledge and experience shared by Bob Stone in the seventh edition of Successful Direct Marketing Methods is matched only by the progressive outlook of his coauthor Ron Jacobs. As the direct marketing industry continues to grow at such a rapid pace, it is essential we have one central resource to fall back upon which clearly states the defining principles, practices and applications of the direct marketing discipline. This book represents that one key resource for clients, agencies and students of direct marketing.” John R. Goodman Senior Vice President, Helzberg Diamonds (a Berkshire Hathaway company) “Bob Stone and Ron Jacobs have done an extraordinary job in updating and expanding this seventh edition of Successful Direct Marketing Methods. The result is a totally current, comprehensive and authoritative marketing corpus for students and executives alike. In this new edition, Stone and Jacobs present a compelling guide to understanding and profiting from the shockwaves of change that have shattered the mass market into pieces as small as a single customer, driving relevancy in marketing and rewriting all the rules.” Daniel Morel Chairman and CEO Worldwide, impiric
Book Description
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!
Successful Direct Marketing Methods, Seventh Edition
Successful Direct Marketing Methods, Seventh Edition,Bob Stone,Ron Jacobs,McGraw-Hill,0658001450,Advertising & Promotion,Business & Economics,Business / Economics / Finance,Business/Economics,Direct Marketing,Marketing - Direct,Business & Economics / Marketing / Direct
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