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.
This thoroughly revised edition of the "bible" of direct marketing includes expanded material on the Internet and other digital media and brand-new information on E-business (including E-communications, banners, buttons, E-mail, and permission marketing). This thoroughly revised 7th edition of the "bible" of direct marketing includes expanded material on the Internet and other digital media, brand new information on E-business (including e-communications, banners, buttons, email, permission marketing), E-commerce (online merchandising and usability and navigation of web sites) and E-services (online customer service, live operators, online chats, linking with call centers), up-to-the minute coverage of database marketing including data mining and online databases; expanded coverage of consumer privacy issues; new information on customer relationship marketing, on teleservices, and more. Also includes brand new case studies and Pilot Projects (interactive exercises) throughout. The most complete, up-to-date text on direct marketing available.
"Good business-to-business direct marketing is no accident. The second edition of Bob Bly's book helps direct marketers of all experience levels eliminate guesswork. This book belongs on the bookshelf of every direct marketer. Unlike other books, you'll be going back to this one so often it will never gather dust. Cookbooks are helpful, but the real value of "Business to Business Direct Marketing" is the wealth of experience that Bob Bly brings to each page. From high-level strategy to copywriting hints and tips, this edition is packed with gold nuggets of advice." -- Marc Russman Manager, Direct Marketing Skills Development IBM "The most successful business-to-business direct marketers always had an important edge over their competitors; they knew all the tools and techniques better than their competitors--and they knew how to use them. Bob Bly's new book levels the playing field. He discloses all the insider's secrets so every business-to-business direct marketer will have the marketing savvy--including hundreds of promotional ideas--needed to win in any business-to-business market every time." -- John Finn President Finn Corporation "A valuable addition to any business-to-business marketer's bookshelf." -- Cheryl Friedman Marketing Communications Coordinator BOC Gases
"Jim Kobs is a respected leader in the field of direct marketing, a strategic thinker, an effective teacher/lecturer, an award-winning creative thinker, a noted author and a good friend. Profitable Direct Marketing incorporates the wisdom of his years of experience and is an important addition to the library of every serious direct marketer." -- Jonah Gitlitz President Direct Marketing Association, Inc. "This eagerly awaited new edition provides the know-how needed by every advertising, promotion and direct marketing manager who wants to succeed in the age of the individual. Highly recommended for both the basics and its advanced strategic insights." -- Stan Rapp Coauthor of MaxiMarketing "Like Jim Kobs himself, his book is so wise, so clear, so well-organized, and so knowledgeable, I can't imagine a better place to get a broad grasp of the direct marketing of today and tomorrow." -- Thomas L. Collins Coauthor of MaxiMarketing "Before you spend another dime to promote your product or service, you should read Jim Kobs' book to ensure that you are maximizing your investment. Getting the most out of direct marketing requires not only careful planning and execution, but rigorous analysis. Jim Kobs shows you how to do it, from start to finish." -- John Schlactenhaufen Vice President Sales &Marketing Dictaphone Corporation "Jim Kobs covers it all . . . . Strategy, tactics, basic rules and advanced concepts are all addressed in what is becoming a "must" read for anyone using or contemplating a direct marketing program." -- Stephen E. Toman Executive Vice President Grolier, Inc. "Finding this book is like finding your glasses . what seemed vague and obscure becomes clear." -- Susan J. McIntyre Direct Marketing Manager NIKE, Inc. "This second edition updates, reinvigorates and adds fresh knowledge and insights to Jim Kobs' masterful work." -- Barrie M. Spelling Vice President, New Business Colgate-Palmolive Company "Profitable Direct Marketing is a goldmine of information for immediate (and enjoyable) reading, and is an invaluable reference source for years to come." -- Richard S. Hodgson Author of Direct Mail and Mail Order Handbook
Offers advice on starting a direct marketing campaign, including tips on doubling response rates, writing creative copy, and evaluating mailing lists.
Author: Rick Cesari, Ron Lynch
Publisher: John Wiley & Sons
Learn the secrets of direct response marketing with the man who created the George Foreman Grill campaign In today's highly competitive, global marketplace, businesses have to do more than just advertise their products. By taking advantage of the accountable advertising model that direct response has to offer, you can improve your bottom line, build brands, and develop lasting relationships with legions of satisfied customers. In Buy Now!, Rick Cesari reveals twenty-five years' worth of insights and methods, enabling you to make the most of direct response marketing in your business toolkit. Whether you're a business owner, executive, inventor, or marketer, Buy Now! gives you the secrets behind the successful campaigns that catapulted products into millions of homes. Find out how to use direct response to create a "self-funding "marketing campaign Learn the techniques to building offers that will get people to respond to your products Use "high touch" direct response marketing to build brand equity and drive sales at retail Find out why large companies like Johnson & Johnson and Valvoline are using these concepts for their consumer brands Cesari has put more companies on the Inc. 500 list of fastest growing companies than anyone else Buy Now! to launch your products and campaigns to new heights-and connect with customers as never before-with Cesari's market-leading insights.
Author: Denison Hatch
Publisher: Taylor Trade Publishing
Introduces eight marketing geniuses who built multi-million dollar businesses and examines their marketing practices, techniques, mistakes, and triumphs
Author: Richard Rosen
Publisher: John Wiley & Sons
Offering a common language, better processes, and a set of practical tools, Convergence Marketing is a real-world guide that successfully combines the best of brand and direct into something more powerful and effective than either can be on its own. Convergence marketing offers the kind of real-time accountability that positions marketing as a vital and effective component of leadership's overall business strategy. Convergence brings brand and direct together with respect to both disciplines, within the same silos. And it offers the necessary tools and processes that deliver better results. Our global market demands nothing less than this fully integrated approach. Convergence Marketing is the key to shifting marketing communications efforts from a cost-based to a profit-driven model and will have your CFO begging you to spend more money.
Dan S. Kennedy dares marketers to dramatically simplify their marketing, refocusing on what works. Updated to address the newest media and marketing methods, this marketing masterplan delivers a short list of radically different, little-known, profit-proven direct mail strategies for ANY business. Strategies are illustrated by case history examples from an elite team of consultants—all phenomenally successful at borrowing direct marketing strategies from the world of online sales, infomercials, etc., to use in ’ordinary’ businesses including retail stores, restaurants, and sales.
Author: Lester Wunderman
Direct marketing is the key to success in the global marketplace. Pioneered by the visionary Lester Wunderman, direct marketing has been used to build such commercial giants as L.L. Bean, the Columbia Record Club, and American Express.Being Direct describes in vivid detail Lester Wunderman's "discovery" of this revolutionary advertising strategy. He shows how companies can create a more profitable and interactive relationship with consumers through direct marketing techniques. He also offers expert advice on how to attract, interact with, and retain the loyalty of valuable customers. This entertaining and enlightening book is essential reading for any business owner today looking for advertising strategies that work.
Author: Akin Arikan
Publisher: John Wiley & Sons
No longer can the offline remain separate from the online. Integrated, customer-centric, cross-channel marketing campaigns persuade customers to act, provide greater ROI, and ultimately improve your organization's bottom line. This must-have guide synthesizes the successful methods and metrics that online, direct, and brand marketers have employed for years so that you can develop, implement, and measure successful cross-channel campaigns. Multichannel marketing expert Akin Arikan takes you from customer acquisition to customer relationship management with strategic advice, effective case studies, and proven metrics.
When it first came on the scene in the early to mid 1990s, e-mail marketing was the hottest, most productive marketing tool on the map. Then things changed. Too many marketers sent millions of e-mails (hunting) instead of building relationships with their subscribers (farming). The authors share their wisdom about how to make e-mail an effective tool for finding new customers and mining existing customers more profitably.
This text provides step-by-step strategies for making the leap from traditional marketing techniques to marketing via the Internet's own special rules of engagement. It addresses issues such as how to make your e-mail communications welcome, when e-mail becomes spam, and maintaining privacy.
A great reference tool and an unbelievably practical marketing guide. Learn PR: Get FREE write ups in magazines and newspapers Learn how-what to say, and where to send it. Increase your chance of publication from 5% to 85% - just by following these guidelines. How to create effective, responsive direct mail campaigns-and test and track results. How to roll-out a successful test campaign. Over 100 pages on creating successful direct mail. Easily find markets where your BEST prospect are-and all the magazines that are sent to each. You never learned this in school. See the inside secrets of the $500 direct marketing campaign-then put together your own and pull the trigger. This is the best campaign ever - at any price. Make your marketing easier, faster... and LOWER your costs. Almost 400 pages - not one wasted page. Read this cult classic for yourself, see why every reviewer has rated it 5-Stars.