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Rating: 4.3 (43 reviews)

Bob Stone

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Successful Direct Marketing Methods: Interactive, Database, and Customer-Based Marketing for Digital Age 8th Edition, Kindle Edition

by Bob Stone (Author), Ron Jacobs (Author) Format: Kindle Edition

4.3 43 ratings

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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.

Hailed as the “bible” of direct marketing for over 30 years, Successful Direct Marketing Methods 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 Successful Direct Marketing Methods 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:

The expanding objectives of direct marketing in the digital age
Techniques for optimizing customer acquisition, up-selling and cross-selling, reducing defections, extending loyalty, and improving retention
CRM applications, data mining, call center, campaign management, and sales force automation
Customer experience management--connecting customers and brands at every touch point
Brand building with direct marketing tools and techniques
The growth of direct marketing in Europe, Asia, and Latin America
Methods of international marketing--both direct and telemarketing

Successful Direct Marketing Methods offers professionals a comprehensive roadmap for direct marketing success across today's multiple marketing channels.

Editorial Reviews

From the Publisher

Bob Stone was the cofounder and Chairman Emeritus of Stone & Adler, Inc., now a Young & Rubicam company. One of the pioneers of direct marketing, he was an eight-time winner of the Direct Marketing Association's “Best in Industry Award.” A former director of the Direct Marketing Association, Mr. Stone was one of the earliest inductees into the Direct Marketing Hall of Fame.

Ron Jacobs is president of Jacobs & Clevenger, a multichannel, direct marketing communications agency that provides direct, digital, and database marketing services; transactional branding; and customer marketing programs. J&C’s practice areas include cross-channel strategy and planning, implementation, and creative and database optimization. The author of many articles on direct marketing and a frequent speaker, he works with clients and organizations in the U.S. and around the world.

From the Back Cover

“The most thorough, straightforward, and informative book available on direct marketing…As the industry continues to grow, it is essential we have one central resource to fall back upon which clearly states the defining principles, practices, and applications of the direct marketing discipline. This book represents that one key resource for clients, agencies, and students of direct marketing.”
—John R. Goodman, President, Pareto Marketing, Inc.

“A totally current, authoritative marketing corpus for students and executives alike… Stone and Jacobs present a compelling guide to understanding and profiting from the shockwaves of change that have shattered the mass market into pieces as small as a single customer, driving relevancy in marketing and rewriting all the rules.”
—Daniel Morel, Chairman and Global CEO, Wunderman“…Bob Stone and Ron Jacobs have done an excellent job of laying out the requirements for the new era of one-to-one marketing online.”
—George S. Wiedemann, former President and CEO, Responsys.com

“The single most comprehensive and contemporary tool in direct marketing. It is rich in its coverage of the expanded direct marketing landscape…I can’t imagine anyone in direct marketing not finding it indispensable.”
—Jerry I. Reitman, former Executive Vice President, The Leo Burnett Company, and author of Beyond 2000: The Future of Direct

About the Author

Bob Stone was the cofounder and Chairman Emeritus of Stone & Adler, Inc., now a Young & Rubicam company. One of the pioneers of direct marketing, he was an eight-time winner of the Direct Marketing Association's “Best in Industry Award.” A former director of the Direct Marketing Association, Mr. Stone was one of the earliest inductees into the Direct Marketing Hall of Fame.

Ron Jacobs is president of Jacobs &Clevenger, a multichannel, direct marketingcommunications agency that provides direct,digital, and database marketing services;transactional branding; and customermarketing programs. J&C’s practice areasinclude cross-channel strategy and planning,implementation, and creative and databaseoptimization. The author of many articles ondirect marketing and a frequent speaker, heworks with clients and organizations in theU.S. and around the world.

Ron Jacobs is President of Jacobs & Clevenger, Inc., an integrated marketing and professional services company with a focus on customer relationship marketing and based in Chicago, Illinois. He is also Senior Lecturer in the Medill/Integrated Marketing Communications Program, Northwestern University, where he teaches interactive marketing and E-Commerce. He was Program Coordinator for the Certificate of Direct Marketing Program at DePaul University from 1991 to 1995. Ron is a 1994 recipient of the Direct Marketing Education Foundation's Outstanding Direct Marketing Educator Award.A frequent speaker in the United States and internationally, Jacobs is the author of articles on such direct marketing issues as customer acquisition, database development, interactive/new media, business-to-business campaigns, integrated marketing communications, privacy, and customer relationship management.Jacobs is on the DMA Information and Interactive Tech Council and served as Vice Chair 1997-199 and E-Commerce Chair 1998-1999. He has served as an expert witness on the uses of consumer data and privacy. He is on the Advisory Board for the DMA Political Action Committee.A past president of the Chicago Association of Direct Marketing, Ron has served as Trustee of the CADM's Education Foundation and is past General Chairman of the CADM's Education Foundation Campaign Committee. He was CADM's 1998 Direct Marketer of the Year. Prior to beginning his direct marketing career, Ron spent 10 years with Trans World Airlines, where he worked in Customer Service, Operations, and agency sales.

Product details

ASIN ‏ : ‎ B00LNQAJYM
Publisher ‏ : ‎ McGraw Hill; 8th edition (December 5, 2007)
Publication date ‏ : ‎ December 5, 2007
Language ‏ : ‎ English
File size ‏ : ‎ 48112 KB
Text-to-Speech ‏ : ‎ Enabled
Screen Reader ‏ : ‎ Supported
Enhanced typesetting ‏ : ‎ Enabled
X-Ray ‏ : ‎ Not Enabled
Word Wise ‏ : ‎ Enabled
Sticky notes ‏ : ‎ On Kindle Scribe
Print length ‏ : ‎ 696 pages

Best Sellers Rank: #1,270,590 in Kindle Store (See Top 100 in Kindle Store)
- #421 in Direct Marketing (Kindle Store)
- #725 in Business Leadership Training
- #1,093 in Direct Marketing (Books)

Customer Reviews:
4.3 43 ratings

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Customer reviews

4.3 out of 5

43 global ratings

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KShrop

Good introduction but some dated references

Reviewed in the United States on May 2, 2021

Verified Purchase

I learned a lot about the basics of direct marketing as a beginner. However there were references to downloading paid ringtones, MySpace starting, and average monitor resolution of 640x480 that clearly indicated to me that I also need a more up-to-date reference to validate some points.

Helpful

Ray Perchaluk

This 8th edition direct marketing book is a Certificate course to practically

Reviewed in the United States on October 15, 2013

Verified Purchase

I jumped from the 4th edition to this 8th: the last written by Bob Stone. Full professional and integrated
with todays marketing practises. Lots of new information and an internet marketing section that is
right on top of todays marketing practises. I actually recommend both the 4th and this 8th edition
bought at the same time. There is some repetition from one edition to another but both support
each other. A must buy if your in direct marketing. I like his philosophy of what your read,
try to adapt it to your business objectives.

3 people found this helpful

Helpful

Fitz

The price made me do it

Reviewed in the United States on September 3, 2016

Verified Purchase

I got this class text book for an incredibly inexpensive price. The material and all was included.

One person found this helpful

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Leandro

It's Ok!

Reviewed in the United States on May 4, 2017

It's Ok!

Reviewed in the United States on April 9, 2013

Verified Purchase

I got this book for a class and it came on time for classes and was less than my book store.

Helpful

David J Dunworth

Like a Doorstop made of gold

Reviewed in the United States on July 7, 2020

Verified Purchase

A real heavyweight book as the title of this review states. While several years old, it still packs a great punch overall. The authors would be wise to update the tome so that those younger than 40+ can better relate. Overall, I'd buy it again.

Reviewed in the United States on October 2, 2016

Verified Purchase

Book looks and feels brand new

Reviewed in the United States on August 27, 2014