Successful direct marketing methods

Select an Action

Title:

Author:

Stone, Bob, 1918-2007.

ISBN:

9780658001451

Personal Author:

Stone, Bob, 1918-2007.

Edition:

7th ed.

Publication Information:

Physical Description:

xxviii, 579 pages : illustrations ; 25 cm

General Note:

Includes index.

Contents:

Ch. 1. Scope of direct marketing -- Ch. 2. Business, strategic, and direct marketing planning -- Ch. 3. The impact of databases -- Ch. 4. Consumer and business mailing lists -- Ch. 5. The offer -- Ch. 6. Magazines -- Ch. 7. -- Newspapers -- Ch. 8. TV/radio -- Ch. 9. Co-ops -- Ch. 10. Telemarketing/teleservices -- Ch. 11. Overview of internet direct marketing -- Ch. 12. E-communications -- Ch. 13. E-commerce -- Ch. 14. Creating direct mail advertising -- Ch. 15. Creating and managing catalogs -- Ch. 16. Creating print advertising -- Ch. 17. Business-to-business direct marketing -- Ch. 18. Managing a lead-generation program -- Ch. 19. Modeling for business decision support -- Ch. 20. Mathematics of direct marketing -- Ch. 21. Innovation through creativity and testing -- Ch. 22. Research for direct marketers -- Appendix: Careers in direct marketing.

Subject Term:

Direct marketing.

Mercadotecnia directa.

Publicidad por correspondencia.

Ventas.

Ventas por correo.

Added Author:

Jacobs, Ron, 1948-

Electronic Access:

Table of contents http://catdir.loc.gov/catdir/toc/mh021/00067572.html
Contributor biographical information http://catdir.loc.gov/catdir/bios/mh042/00067572.html
Publisher description http://catdir.loc.gov/catdir/description/mh021/00067572.html
Inhaltsverzeichnis Successful direct marketing methods

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015696350	658.84 S877S 2001	1	Searching... Unknown
Searching... 1:VGBDX	1:GEN-BOOK	000007193	658.8 STON	1	Searching... Unknown
Searching... 1:VGBDX	1:GEN-BOOK	000006497	658.8 STON	2	Searching... Unknown
Searching... 1:VGBDX	1:GEN-BOOK	000007156	658.8 STON	3	Searching... Unknown

Bound With These Titles

On Order

Summary

With more than 250,000 copies sold, the classic text on direct marketing is now even better! This thoroughly revised edition of Successful Direct Marketing Methods --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, permission marketing). Also includes E-commerce (online merchandising and usability and navigation of websites) 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 and teleservices-- and more! Completely rewritten and modernized from the last edition to include cutting-edge information on the latest E-tools available to direct marketers Now includes real-life business case studies from well known companies like Ford Motor Company, Dell Computer, NutraSweet, and more!