Customer Reviews

Successful Direct Marketing Methods

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

 

 

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 Some of the terminology is outdated, especially in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.)

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.

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.

although informative .. this is one of the most boring and sometimes obvious textbooks i have ever read