Successful Direct Marketing Methods [Hardcover]

Bob Stone (Author)

Book Description

Publication Date: November 1996

NTC Business Books offer cutting-edge insights and time-tested, proven marketing, advertising, and sales promotion strategies from the leading practitioners in the industry. There's expert advice in every NTC Business Book.

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 --This text refers to an alternate Hardcover edition.

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.

--This text refers to an alternate Hardcover edition.

Product Details

• Hardcover: 545 pages
• Publisher: Ntc Business Books; 6th edition (November 1996)
• Language: English
• ISBN-10: 0844230030
• ISBN-13: 978-0844230030
• Product Dimensions: 9.3 x 7.3 x 1.8 inches
• Shipping Weight: 2.9 pounds
• Average Customer Review: 3.2 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #608,643 in Books (See Top 100 in Books)

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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.