S.U.R.E.-Fire Direct Response Marketing : Managing Business-to-Business Sales Leads for Bottom-Line Success [Hardcover]

Russell M. Kern (Author)

Book Description

Publication Date: March 9, 2001

S.U.R.E.-Fire Direct Response Advertising delivers a proven, effective program for boosting business-to-business direct advertising response rates and converting sales leads into a steady stream of revenue. Readers are guided through the steps of the acclaimed S.U.R.E.-Fire program, which include strategic planning, marketing research, developing customer relationships, recognizing sales opportunities, and executing a sales lead campaign.

Editorial Reviews

Review

"Provides a practical and truly comprehensive approach to successful direct marketing for companies large and small." -- Alisa S. Maclin; Program Director, Solutions Marketing; IBM

About the Author

Russell M. Kern is president of Kern Direct Marketing, an agency specializing in integrated sales lead generation.

Product Details

• Hardcover: 304 pages
• Publisher: McGraw-Hill; 1 edition (March 9, 2001)
• Language: English
• ISBN-10: 0658006223
• ISBN-13: 978-0658006227
• Product Dimensions: 9.3 x 7.2 x 1 inches
• Shipping Weight: 1.4 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #825,884 in Books (See Top 100 in Books)

More About the Author

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

Most Helpful Customer Reviews

4 of 4 people found the following review helpful:

5.0 out of 5 stars A must read for marketers!, March 31, 2001

By 

Evan (Santa Clara, CA USA) - See all my reviews

This review is from: S.U.R.E.-Fire Direct Response Marketing : Managing Business-to-Business Sales Leads for Bottom-Line Success (Hardcover)

Mr. Kern has provided the marketing industry with a new and comprehensive methodology to direct marketing. This book covers the essential fundamendals of lead generation as well as advanced marketing stratgies which include eCultivation techniques. S.U.R.E-Fire direct marketing provides a step by step process to designing an effective campaign. Plus, the execution excellence chapters (9-11) are packed with techniques and checklists to help ensure marketing success. I strongly recommend this book to marketing professional and those who are responsible for generating sales leads for their company.

3 of 3 people found the following review helpful:

5.0 out of 5 stars The Most Comprehensive Direct Marketing Tool To-Date, April 12, 2001

By 

Susan Ballou "Foodie" (Irvine, CA USA) - See all my reviews
(REAL NAME)   

This review is from: S.U.R.E.-Fire Direct Response Marketing : Managing Business-to-Business Sales Leads for Bottom-Line Success (Hardcover)

Russell Kern's Sure-Fire Direct Response Marketing is an excellent resource for improving your methods of finding and developing prospects. His coverage of topics such as handling focus groups, creating effective campaigns, and bridging the gap between marketing and sales make this a valuable tool for improving business-to-business marketing. The Internet chapter explores how to use this medium to your best advantage. Whatever your level of expertise, you'll find this book useful.

3 of 3 people found the following review helpful:

5.0 out of 5 stars Outstanding read for sales and marketing people, April 5, 2001

By 

Chris Ryan (Colorado Springs, Colorado) - See all my reviews

This review is from: S.U.R.E.-Fire Direct Response Marketing : Managing Business-to-Business Sales Leads for Bottom-Line Success (Hardcover)

Russell Kern has done a great job with SURE Fire Direct Response Marketing. The book is well-conceived and comprehensive. Although it is specifically about generating sales leads, anyone who reads this book will find their knowledge of marketing and sales greatly enhanced.