Successful Direct Marketing Methods

<p>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.</p><p>Hailed as the bible of direct marketing for over 30 years <i>Successful Direct Marketing Methods</i> 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 <i>Successful Direct Marketing Methods</i> 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:</p><ul> <li>The expanding objectives of direct marketing in the digital age</li><li>Techniques for optimizing customer acquisition up-selling and cross-selling reducing defections extending loyalty and improving retention</li><li>CRM applications data mining call center campaign management and sales force automation</li><li>Customer experience management--connecting customers and brands at every touch point</li><li>Brand building with direct marketing tools and techniques</li><li>The growth of direct marketing in Europe Asia and Latin America</li><li>Methods of international marketing--both direct and telemarketing</li></ul><p><i>Successful Direct Marketing Methods</i> offers professionals a comprehensive roadmap for direct marketing success across today's multiple marketing channels.</p>