Successful Direct Marketing Methods: Interactive, Database, and Customer-Based Marketing for Digital Age

Directmarketinghasgrownbeyonditsrootsintraditionalmailordertoembraceahostofnewtechnologies,customerrelationship-buildingtechniques,andperformancemeasures.Today,businessesandnonprofitsofallkindsusedirectmarketing,whichnowgarners25%oftheU.S.marketer'sbudget,surpassingnewspapersandbroadcastTV.Hailedasthe"bible"ofdirectmarketingforover30years,SuccessfulDirectMarketingMethodshasbeencompletelyupdatedandexpandedwithallthelatesttoolsandtechniquesneededforsuccessintoday'sdigital,multi-channelmarketplace.Writtenbyworld-renowneddirectmarketingexpertsBobStoneandRonJacobs,theEighthEditionofSuccessfulDirectMarketingMethodscontainsmajorrevisionstochaptersonthecreativeprocess,fullycoveringthedevelopmentofdirectmailadvertising,catalogs,andprintadvertising.TheEighthEditionalsoexploressuchnewtopicsas:TheexpandingobjectivesofdirectmarketinginthedigitalageTechniquesforoptimizingcustomeracquisition,up-sellingandcross-selling,reducingdefections,extendingloyalty,andimprovingretentionCRMapplications,datamining,callcenter,campaignmanagement,andsalesforceautomationCustomerexperiencemanagement--connectingcustomersandbrandsateverytouchpointBrandbuildingwithdirectmarketingtoolsandtechniquesThegrowthofdirectmarketinginEurope,Asia,andLatinAmericaMethodsofinternationalmarketing--bothdirectandtelemarketingSuccessfulDirectMarketingMethodsoffersprofessionalsacomprehensiveroadmapfordirectmarketingsuccessacrosstoday'smultiplemarketingchannels.,