Successful Direct Marketing Methods, Seventh Edition 7th Edition

4.7 out of 5 stars 9 ratings
ISBN-13: 978-0658001451
ISBN-10: 0815122802
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Editorial Reviews

Review

“The new edition of Successful Direct Marketing Methods is the only reference I could imagine replacing my trusted and now dog-eared sixth edition. With all this new material, it is another major contribution to the industry.” Peter J. Rosenwald VP Direct Marketing Grupo Abril, Brazil Creator and author of ACPO computer model and book: Successful Economic Planning for Direct and Data Driven Marketing and CRM. “Rarely does a new edition of a book meet our expectations. This one does and then some! Bob Stone and Ron Jacobs have given all of us – from novice to seasoned practitioner – the single most comprehensive and contemporary tool in direct marketing. It is rich in its coverage of the expanded direct marketing landscape. The examples are great and topical. I can’t imagine anyone in direct marketing not finding it indispensable.” Jerry I. Reitman Executive Vice President (retired) The Leo Burnett Company Author of Beyond 2000: The Future of Direct Marketing “Once again, Bob Stone has re-invented direct marketing. His seventh edition of SUCCESSFUL DIRECT MARKETING METHOD, now with Ron Jacobs, has successfully identified the convergence of direct, database and the new electronic communication systems. It's the cutting edge and beyond for all marketers who have an interest in dealing directly with their customers and prospects no matter what the medium. Bravo for Bob and Ron.” Don E. Schultz, Ph D Professor, Integrated Marketing Communications Northwestern University Evanston, IL "For over 20 years in this business, I have kept the latest edition of "Successful Direct Marketing Methods" near my desk. This new edition is essential to me now that I've become CEO of an online direct marketing company, because Bob Stone and Ron Jacobs have done such a good job of laying out the essentials for the new era of one to one marketing online." George S. Wiedemann President, and CEO Responsys.com “If you want to be the best in Direct Marketing, please read, re-read and read again the new version of "Successful Direct Marketing Methods" by Bob Stone and Ron Jacobs. Written in plain English, this classic text combines the wisdom of years in the business illustrated by great case studies, with the latest thinking on everything that is "e". Wendy Riches President, Marketing Communications Group, D'Arcy "Successful Direct Marketing Methods is without a doubt the most thorough, straightforward and informative book available on direct marketing. The insight, knowledge and experience shared by Bob Stone in the seventh edition of Successful Direct Marketing Methods is matched only by the progressive outlook of his coauthor Ron Jacobs. As the direct marketing industry continues to grow at such a rapid pace, 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 Senior Vice President, Helzberg Diamonds (a Berkshire Hathaway company) “Bob Stone and Ron Jacobs have done an extraordinary job in updating and expanding this seventh edition of Successful Direct Marketing Methods. The result is a totally current, comprehensive and authoritative marketing corpus for students and executives alike. In this new edition, 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 CEO Worldwide, impiric (III 2002-05-01)

About the Author

Bob Stone is cofounder and chairman emeritus of Stone & Adler, Inc., now a Young & Rubicam company. One of the pioneers of direct marketing, Stone is the eight-time winner of the Direct Marketing Association's Best in Industry Award along with virtually every other important award for direct marketing excellence. He has taught degree programs at Northwestern University and the University of Missouri and has lectured extensively in the United States, Europe, Asia, and Australia. A former director of the Direct Marketing Association, Stone was one of the earliest inductees in the Direct Marketing Hall of Fame. He was a feature columnist in Advertising Age for 12 years, writing more than 200 articles on the ins and outs of direct marketing, and has been a leader in direct marketing education throughout his distinguished career. His is a trustee of the Direct Marketing Education Foundation (DMEF).

Ron Jacobs is the president of Jacobs & Clevenger, Inc., an integrated marketing and professional services company with a focus on customer relationship marketing. He is also a senior lecturer in the Medill/Integrated Marketing Communications Program, Northwestern University, where he teaches interactive marketing and E-Commerce. He was a program coordinator for the Certificate of Direct Marketing Program at DePaul University from 1991 to 1995. Ron is a 1994 recipient of the Direct Marketing Education Foundation's Outstanding Direct Marketing Educator Award. A frequent speaker in the United States and internationally, Jacobs is the author of articles on such direct marketing issues as customer acquisition, database development, interactive/new media, business-to-business campaigns, integrated marketing communications, privacy, and customer relationship management. Jacobs is on the DMA Information and Interactive Tech Council and served as its vice chairperson from 1997 to 1998 and its E-Commerce chairperson from 1998 to 1999. He has served as an expert witness on the uses of consumer data and privacy. He is on the advisory board for the DMA Political Action Committee. A past president of the Chicago Association of Direct Marketing, Ron has served as a trustee of the CADM's Education Foundation and is past General Chairman of the CADM's Education Foundation Campaign Committee. He was CADM's 1998 Direct Marketer of the Year. Prior to beginning his direct marketing career, Ron spent 10 years with Trans World Airlines, where he worked in customer service, operations, and agency sales.


Product details

  • Item Weight : 2.57 pounds
  • Hardcover : 608 pages
  • ISBN-10 : 0815122802
  • ISBN-13 : 978-0658001451
  • Product Dimensions : 6.7 x 1.43 x 9.3 inches
  • Publisher : McGraw-Hill; 7th Edition (July 30, 2001)
  • Language: : English
  • ASIN : 0658001450
  • Customer Reviews:
    4.7 out of 5 stars 9 ratings