Successful Direct Marketing Methods, Seventh Edition [Hardcover]

Bob Stone (Author), Ron Jacobs (Author)

Book Description

ISBN-10: 0658001450 | ISBN-13: 978-0658001451 | Publication Date: July 30, 2001 | Edition: 7

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!

Editorial Reviews

Review

“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 (III )

About the Author

Bob Stone is cofounder and chairman emeritus of Stone & Adler, Inc., now a Young & Rubicam company. One of the pioneers of direct marketing, Stone is the eight-time winner of the Direct Marketing Association's Best in Industry Award along with virtually every other important award for direct marketing excellence. He has taught degree programs at Northwestern University and the University of Missouri and has lectured extensively in the United States, Europe, Asia, and Australia. A former director of the Direct Marketing Association, Stone was one of the earliest inductees in the Direct Marketing Hall of Fame. He was a feature columnist in Advertising Age for 12 years, writing more than 200 articles on the ins and outs of direct marketing, and has been a leader in direct marketing education throughout his distinguished career. His is a trustee of the Direct Marketing Education Foundation (DMEF).

Ron Jacobs is the president of Jacobs & Clevenger, Inc., an integrated marketing and professional services company with a focus on customer relationship marketing. He is also a senior lecturer in the Medill/Integrated Marketing Communications Program, Northwestern University, where he teaches interactive marketing and E-Commerce. He was a program coordinator for the Certificate of Direct Marketing Program at DePaul University from 1991 to 1995. Ron is a 1994 recipient of the Direct Marketing Education Foundation's Outstanding Direct Marketing Educator Award. A frequent speaker in the United States and internationally, Jacobs is the author of articles on such direct marketing issues as customer acquisition, database development, interactive/new media, business-to-business campaigns, integrated marketing communications, privacy, and customer relationship management. Jacobs is on the DMA Information and Interactive Tech Council and served as its vice chairperson from 1997 to 1998 and its E-Commerce chairperson from 1998 to 1999. He has served as an expert witness on the uses of consumer data and privacy. He is on the advisory board for the DMA Political Action Committee. A past president of the Chicago Association of Direct Marketing, Ron has served as a trustee of the CADM's Education Foundation and is past General Chairman of the CADM's Education Foundation Campaign Committee. He was CADM's 1998 Direct Marketer of the Year. Prior to beginning his direct marketing career, Ron spent 10 years with Trans World Airlines, where he worked in customer service, operations, and agency sales.

Product Details

• Hardcover: 608 pages
• Publisher: McGraw-Hill; 7 edition (July 30, 2001)
• Language: English
• ISBN-10: 0658001450
• ISBN-13: 978-0658001451
• Product Dimensions: 9.3 x 7.2 x 1.6 inches
• Shipping Weight: 2.6 pounds
• Average Customer Review: 4.2 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #764,511 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

21 of 23 people found the following review helpful:

4.0 out of 5 stars Don't reinvent the wheel, February 28, 2002

By 

Harold McFarland (Florida) - See all my reviews
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This review is from: Successful Direct Marketing Methods, Seventh Edition (Hardcover)

This edition is one of the best texts on direct marketing. A classic text that everyone involved in direct marketing should read, this edition includes a lot more material on digital forms of direct marketing than the previous versions. These digital forms include marketing via the Internet; from banners and buttons to e-mail, online merchandising and website navigation and many other concerns. The text covers every form of direct marketing in detail as well as many case studies to show how they were used or are being used successfully.

9 of 10 people found the following review helpful:

4.0 out of 5 stars Good entry-level Direct-Marketing Overview, November 23, 2004

By 

S. Simsch - See all my reviews
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This review is from: Successful Direct Marketing Methods, Seventh Edition (Hardcover)

If you have never been involved in Direct Marketing this is a great overview of most of the relevant issues and opportunities. The text is accurate and concise. Maybe the only (small) flaw with this text book is that it looks at too broad a spectrum of media and is a little too shallow on the core of all direct marketing: database setup and modelling. But then again that may just be too tedious for someone just wanting a quick overview of the field.

5.0 out of 5 stars A Must Have Book for Marketers, February 23, 2009

By 

Lorin Letendre "pinot lover" (Carmel, CA, USA) - See all my reviews
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Amazon Verified Purchase

This review is from: Successful Direct Marketing Methods, Seventh Edition (Hardcover)

Bob Stone's classic work should be a must-read for every professional in the field of marketing, especially direct marketing. It is chock full of well-proven strategies for selling directly, and could be the single best curriculum for the fledgling marketeer.