The Canadian Direct Marketing Handbook II: Building Customer Relationships [Textbook Binding]

Marilyn Stewart (Author)

Book Description

Publication Date: September 1, 1998

In this, her second book, Marilyn Stewart examines the opportunity confronting today's sasvvy marketers to build relationships with customers. She elaborates and expands on the central ideas of her previous book, The Canadian Direct Marketing Handbook, and helps you indentify and market to your most profitable customers through the relationship-building techniques of direct marketing.

Editorial Reviews

Review

Looking to use direct marketing to build profitable relationships with your customers? Marilyn Stewart, an author, entrepreneur and consultant to Fortune 500 companies, offers step-by-step advice on how to map out a successful marketing plan in The Canadian Direct Marketing Handbook II, Building Customer Relationships. The 328-page text is a follow-up to her previous book, The Canadian Direct Marketing Handbook. Stewart carefully goes over topics like customer lists, creative, telemarketing and direct response television, and uses charts and real-life case studies to show how direct marketing can be successful. In one example, General Motors of Canada uses direct mail to successfully target college-educated parents of young children. The mailing included a page of stickers for consumers to "Build Your Own Venture", a box of crayons to color their car and-as an incentive for consumers to mail in their customized cars and fill out a purchase intent survey-offered a chance to win a trip to Walt Disney World. The result: The response rate for the mailing exceeded expectations by 350%. -- Marketing Magazine, December 14, 1998

From the Back Cover

This book is packed with dozens of helpful case studies, actual examples of effective advertising direct mail, electronic communications and is supported by dozens of charts, graphs tables. The Canadian Direct Marketing Handbook is designed to appeal to both the sophisticated and entry-level marketer. Includes chapters on:
The Nature of Direct Marketing
Opportunity Evaluation
The Marketing Plan
The Role of the Agency
Lists
Testing: The Basic Principles
Creative
Direct Mail
Telemarketing
Fundraising
Quebec Market
Space Advertising
Broadcast
Other Media
Building Customer Relationships
Why Satisfied Customers Defect
Direct Marketing Suppliers Careers)

Armed with more than 25 years of direct marketing experience and industry awards, such as The Direct Marketer of the Year Award and a Lifetime achievement Award from the Canadian Marketing Association, she works with a wide range of major corporations as managing partner of Stewart Consulting Group, Toronto.

The Canadian Marketing Association (CMA) is the largest association in Canada for information-based marketing. Its members reflect every facet of direct marketing and include major financial institutions, publishers, cataloguers, charities, and companies that service direct marketers, such as agencies, printers, and service bureaus.

As part of its commitment to support and promote direct marketing education in Canada, CMA is working to develop new teaching and education resources. This book, published in conjunction with Marilyn Stewart, is a direct result of this ongoing commitment.

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Product Details

• Textbook Binding: 328 pages
• Publisher: Canadian Marketing Association (September 1, 1998)
• ISBN-10: 1895812100
• ISBN-13: 978-1895812107
• Product Dimensions: 10.6 x 8 x 0.9 inches
• Shipping Weight: 1.9 pounds
• Amazon Best Sellers Rank: #5,078,469 in Books (See Top 100 in Books)