Successful Direct Marketing Methods

McGraw-Hill, 2001 - 579 páginas
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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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Acerca do autor (2001)

Bob Stone is cofounder and chairman emeritus of Stone & Adler, Inc., now a Young & Rubicam company. One of the pioneers of direct marketing, Stone is the eight-time winner of the Direct Marketing Association's Best in Industry Award along with virtually every other important award for direct marketing excellence. He has taught degree programs at Northwestern University and the University of Missouri and has lectured extensively in the United States, Europe, Asia, and Australia. A former director of the Direct Marketing Association, Stone was one of the earliest inductees in the Direct Marketing Hall of Fame. He was a feature columnist in Advertising Age for 12 years, writing more than 200 articles on the ins and outs of direct marketing, and has been a leader in direct marketing education throughout his distinguished career. His is a trustee of the Direct Marketing Education Foundation (DMEF).

Ron Jacobs is the president of Jacobs & Clevenger, Inc., an integrated marketing and professional services company with a focus on customer relationship marketing. He is also a senior lecturer in the Medill/Integrated Marketing Communications Program, Northwestern University, where he teaches interactive marketing and E-Commerce. He was a 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 its vice chairperson from 1997 to 1998 and its E-Commerce chairperson from 1998 to 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 a 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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