Successful Direct Marketing Methods

by Robert B. Stone and Bob Stone

Book Overview

This newly revised and expanded edition of direct marketing's classic work takes the reader step-by-step through the entire direct marketing process - from the why's and how's of successful creative to the business side of profitable direct marketing to the new world of interactive media and relational databases. All media are covered, including the traditional areas of print, broadcast, co-op, and telemarketing, as well as the new electronic and interactive media.

• Format: Hardcover
• Language: English
• ISBN: 0844230863
• ISBN13: 9780844230863
• Release Date: August 1985
• Publisher: NTC/Contemporary Publishing Company
• Length: 496 Pages
• Weight: 2.45 lbs.

Customer Reviews

Good Overview of Traditional Direct Marketing

This is a good book for getting an overview of Direct Marketing. Itis, however, not up to date. From the time of the last publishing(1996, 6th edition) there have been many changes in the world ofdirect marketing. Some of the terminology is outdated, especially inthe chapter on creative writing. There is no mention of newer typesof direct marketing, i.e Loyalty Programs and the chapter on New Mediais thin, with scant info. on the internet. (This review refers to a previous edition of this title.)

Successful Direct Marketers use these methods!

Mr. Stone lays out in complete and easily to understand terms, the essential techniques for planning objectives and strategies and properly using tactics.Every direct marketer has read this book and uses its guidelines for timeless, quality, financially successful direct marketing planning.I encourage you to read it.