Successful Direct Marketing Methods [Hardcover]

Bob Stone (Author), Ron Jacobs (Author)

Book Description

ISBN-10: 0071458298 | ISBN-13: 978-0071458290 | Publication Date: November 14, 2007 | Edition: 8

Direct marketing has grown beyond its roots in traditional mail order to embrace a host of new technologies, customer relationship-building techniques, and performance measures. Today, businesses and nonprofits of all kinds use direct marketing, which now garners 25% of the U.S. marketer's budget, surpassing newspapers and broadcast TV.

Hailed as the “bible” of direct marketing for over 30 years, Successful Direct Marketing Methods has been completely updated and expanded with all the latest tools and techniques needed for success in today's digital, multi-channel marketplace. Written by world-renowned direct marketing experts Bob Stone and Ron Jacobs, the Eighth Edition of Successful Direct Marketing Methods contains major revisions to chapters on the creative process, fully covering the development of direct mail advertising, catalogs, and print advertising. The Eighth Edition also explores such new topics as:

• The expanding objectives of direct marketing in the digital age
• Techniques for optimizing customer acquisition, up-selling and cross-selling, reducing defections, extending loyalty, and improving retention
• CRM applications, data mining, call center, campaign management, and sales force automation
• Customer experience management--connecting customers and brands at every touch point
• Brand building with direct marketing tools and techniques
• The growth of direct marketing in Europe, Asia, and Latin America
• Methods of international marketing--both direct and telemarketing

Successful Direct Marketing Methods offers professionals a comprehensive roadmap for direct marketing success across today's multiple marketing channels.

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.

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: 3.2 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #22,828 in Books (See Top 100 in Books)
  • #8 in Books > Business & Investing > Marketing & Sales > Marketing > Direct

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Customer Reviews

Most Helpful Customer Reviews

10 of 10 people found the following review helpful:

4.0 out of 5 stars Good Overview of Traditional Direct Marketing, June 13, 2000

By A Customer

This review is from: Successful Direct Marketing Methods (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.)

4 of 6 people found the following review helpful:

3.0 out of 5 stars Review of direct marketing methods available, October 17, 2003

By A Customer

This review is from: Successful Direct Marketing Methods (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.

5 of 8 people found the following review helpful:

5.0 out of 5 stars Successful Direct Marketers use these methods!, April 24, 2000

By 

A Customer - See all my reviews

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

Mr. Stone lays out in complete and easily to understand terms, the essential techniques for planning objectives and strategies and properly using tactics.

Every direct marketer has read this book and uses its guidelines for timeless, quality, financially successful direct marketing planning.

I encourage you to read it.