Successful Direct Marketing Methods
Successful Direct Marketing Methods by Bob Stone, published by McGraw-Hill in 2001, is a comprehensive guide that delves into the evolving landscape of direct marketing. This thoroughly revised edition spans 579 pages and presents updated insights on various aspects of marketing, particularly focusing on the integration of digital media and E-business strategies. The book serves as a resource for understanding contemporary practices in direct marketing, including the use of E-communications, online merchandising, and customer relationship marketing.
Readers will find detailed discussions on essential topics such as database marketing, consumer privacy issues, and the application of E-tools in direct marketing. The edition also features real-life business case studies from notable companies, providing practical examples of successful marketing strategies. This text is designed for those interested in the fields of business and economics, particularly in advertising, promotion, and sales.
Official synopsis Publisher
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!
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