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Successful Direct Marketing Methods Hardcover

ISBN-13: 978-0071458290 ISBN-10: 0071458298 Edition: 8th

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Product Details

  • Hardcover: 592 pages
  • Publisher: McGraw-Hill; 8 edition (November 14, 2007)
  • Language: English
  • ISBN-10: 0071458298
  • ISBN-13: 978-0071458290
  • Product Dimensions: 9.6 x 7.8 x 1.6 inches
  • Shipping Weight: 2.8 pounds (View shipping rates and policies)
  • Average Customer Review: 3.9 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Best Sellers Rank: #247,684 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

“The most thorough, straightforward, and informative book available on direct marketing…As the industry continues to grow, 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, President, Pareto Marketing, Inc.

“A totally current, authoritative marketing corpus for students and executives alike… 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 Global CEO, Wunderman “…Bob Stone and Ron Jacobs have done an excellent job of laying out the requirements for the new era of one-to-one marketing online.”
—George S. Wiedemann, former President and CEO, Responsys.com

“The single most comprehensive and contemporary tool in direct marketing. It is rich in its coverage of the expanded direct marketing landscape…I can’t imagine anyone in direct marketing not finding it indispensable.”
—Jerry I. Reitman, former Executive Vice President, The Leo Burnett Company, and author of Beyond 2000: The Future of Direct

About the Author

Bob Stone was the cofounder and Chairman Emeritus of Stone & Adler, Inc., now a Young & Rubicam company. One of the pioneers of direct marketing, he was an eight-time winner of the Direct Marketing Association's “Best in Industry Award.” A former director of the Direct Marketing Association, Mr. Stone was one of the earliest inductees into the Direct Marketing Hall of Fame.

Ron Jacobs is president of Jacobs & Clevenger, a multichannel, direct marketing communications agency that provides direct, digital, and database marketing services; transactional branding; and customer marketing programs. J&C’s practice areas include cross-channel strategy and planning, implementation, and creative and database optimization. The author of many articles on direct marketing and a frequent speaker, he works with clients and organizations in the U.S. and around the world.


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Customer Reviews

3.9 out of 5 stars
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Most Helpful Customer Reviews

13 of 15 people found the following review helpful By A Customer on June 13, 2000
Format: Hardcover
This is a good book for getting an overview of Direct Marketing. It
is, however, not up to date. From the time of the last publishing
(1996, 6th edition) there have been many changes in the world of
direct marketing. Some of the terminology is outdated, especially in
the chapter on creative writing. There is no mention of newer types
of direct marketing, i.e Loyalty Programs and the chapter on New Media
is thin, with scant info. on the internet. (This review refers to a previous edition of this title.)
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6 of 8 people found the following review helpful By A Customer on October 17, 2003
Format: Hardcover
The book lists and describes the direct marketing media you can use (magazines, newspapers, direct mail, etc), but it doesn't really give an insight on what works, what doesn't. Don't expect to get a good advice on how to write headlines for instance. There are no case studies or examples. If you are a beginner, or a student, it might come handy.
I was a little disappointed though.
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1 of 1 people found the following review helpful By john@migmar.com on December 22, 2012
Format: Hardcover
So many marketers today have 'forgotten' the fundamental testing techniques which build the Mail-Order industry. This book helps you grasp those key concepts. It is more of a text book overview than a how-to guide - but I would start here before diving into building your own direct marketing empire. You might also enjoy Spinning Straw Into Gold - more geared to people in the industry already
Spinning Straw Into Gold: An Executive Guide to the Magic of Turning Data Into Money
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By Sonia on March 1, 2014
Format: Hardcover Verified Purchase
Its the textbook required by college... Not fun to read .. Not easy to read too, sometimes its confusing.. But it works ..
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