Customer Reviews

Successful Direct Marketing Methods, Seventh Edition

5 star:		(2)
4 star:		(2)
3 star:		(1)
2 star:		(0)
1 star:		(0)

 

 

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.

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.

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.

No Direct Marketer's library is complete without Bob Stone's book. While I have been in the industry for some time, I often think to myself "What would Bob do?" This book has had major influence on my career. The concepts apply to my field (Internet marketing) and they also could be applied to traditional marketers as well. Great book!

I expected it to be much more current, I expected less paragraghs and quite a bit more job descriptions (that did not exist in 2001) AND print-outs of the day-to-day life of Direct Marketing.

What I had was a SOLID, YET dated introduction to the field as it entered the new millenia vs. the primer that I could hold on to that I was seeking.

Don't get me wrong, these authors are legendary and some of the most qualified to write a text for academia on Direct Marketing.

It is just between the 2001 and 2006 editions I wished that someone else
wrote a equally qualified text that would have been assigned instead of or in addition to this text.