
Successful Direct Marketing Methods
8th EditionISBN10: 0071458298
ISBN13: 9780071458290
Copyright: 2008
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The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.
Program Details
Section One: Direct Marketing Essentials
Chapter 1: The Scope of Direct Marketing Chapter 2: Business, Strategic and Direct Marketing Planning Chapter 3: The Impact of Databases Chapter 4: Consumer and Business Mailing Lists Chapter 5: The Offer Chapter 6: Building Customer Relationships Chapter 7: Implementing Global Direct Marketing Campaigns Chapter 8: Business-to-Business Direct Marketing Chapter 9: Marketing to Businesses with Lead GenerationSection Two: Media of Direct Marketing
Chapter 10 - Magazines Chapter 11 - Newspapers Chapter 12 - TV/Radio Chapter 13: Insert and Co-op Media Chapter 14: Telemarketing/TeleservicesSection Three: Internet Direct Marketing
Chapter 15: Overview of Internet Direct Marketing Chapter 16: E-Communications Chapter 17: E-CommerceSection Four: Managing the Creative Process
Chapter 18: Creating Direct Mail Advertising Chapter 19: Creating and Managing Catalogs Chapter 20: Creating Print Advertising Chapter 21: Modeling for Business Decision Support Chapter 22: Mathematics of Direct Marketing Chapter 23: Innovation through Creativity and Testing Chapter 24: Research for Direct Marketing GlossaryAbout the Author
Bob Stone
Bob Stone Chairman Emeritus, Stone & Adler, Inc. President, Bob Stone, Inc. Awards Member of Direct Marketing Hall of Fame. Eight-time winner of the Direct Marketing Association’s Best of Industry Award. Recipient of the Charles S. Downes Award for direct marketing contributions. Recipient of the Edward N. Mayer, Jr. Award for contributions to direct marketing education and two Gold Echo Awards as well as the John Caples Award for copy excellence. Articles and Books Bob Stone was a feature columnist in Advertising Age for 12 years, writing over 200 articles on the subject of direct marketing. He is the author of Successful Direct Marketing Methods, now in its seventh edition. (Over 200,000 copies in print, including foreign editions.) He has also authored Direct Marketing Success Stories and co-authored Successful Telemarketing. NTC Business Books of Lincolnwood, Illnois is the publisher of Stone’s books. Teaching Stone has taught degree programs at Northwestern University and University of Missouri. He has lectured extensively in the States, Europe, Asia, and Australia. Affiliations Former Director, Direct Marketing Association Former President, Chicago Association of Direct Marketing Former President, Associated Third Class Mail Users Former Trustee, Direct Marketing Educational Foundation
Ron Jacobs
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.
Section One: Direct Marketing Essentials
Chapter 1: The Scope of Direct Marketing Chapter 2: Business, Strategic and Direct Marketing Planning Chapter 3: The Impact of Databases Chapter 4: Consumer and Business Mailing Lists Chapter 5: The Offer Chapter 6: Building Customer Relationships Chapter 7: Implementing Global Direct Marketing Campaigns Chapter 8: Business-to-Business Direct Marketing Chapter 9: Marketing to Businesses with Lead GenerationSection Two: Media of Direct Marketing
Chapter 10 - Magazines Chapter 11 - Newspapers Chapter 12 - TV/Radio Chapter 13: Insert and Co-op Media Chapter 14: Telemarketing/TeleservicesSection Three: Internet Direct Marketing
Chapter 15: Overview of Internet Direct Marketing Chapter 16: E-Communications Chapter 17: E-CommerceSection Four: Managing the Creative Process
Chapter 18: Creating Direct Mail Advertising Chapter 19: Creating and Managing Catalogs Chapter 20: Creating Print Advertising Chapter 21: Modeling for Business Decision Support Chapter 22: Mathematics of Direct Marketing Chapter 23: Innovation through Creativity and Testing Chapter 24: Research for Direct Marketing GlossaryAbout the Author
Bob Stone
Bob Stone Chairman Emeritus, Stone & Adler, Inc. President, Bob Stone, Inc. Awards Member of Direct Marketing Hall of Fame. Eight-time winner of the Direct Marketing Association’s Best of Industry Award. Recipient of the Charles S. Downes Award for direct marketing contributions. Recipient of the Edward N. Mayer, Jr. Award for contributions to direct marketing education and two Gold Echo Awards as well as the John Caples Award for copy excellence. Articles and Books Bob Stone was a feature columnist in Advertising Age for 12 years, writing over 200 articles on the subject of direct marketing. He is the author of Successful Direct Marketing Methods, now in its seventh edition. (Over 200,000 copies in print, including foreign editions.) He has also authored Direct Marketing Success Stories and co-authored Successful Telemarketing. NTC Business Books of Lincolnwood, Illnois is the publisher of Stone’s books. Teaching Stone has taught degree programs at Northwestern University and University of Missouri. He has lectured extensively in the States, Europe, Asia, and Australia. Affiliations Former Director, Direct Marketing Association Former President, Chicago Association of Direct Marketing Former President, Associated Third Class Mail Users Former Trustee, Direct Marketing Educational Foundation
Ron Jacobs
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.
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