Successful direct marketing methods : interactive, database, and customer-based marketing for digital age / Bob Stone and Ron Jacobs.

Author: Stone, Bob, 1918-2007.

Edition Statement:8th ed.

Imprint:New York : McGraw-Hill, c2008.

Descriptionxxviii, 663 p. : ill. ; 25 cm.

Note:Includes index.

Note:Sect. 1. Direct Marketing Essentials -- Ch. 1. Scope of Direct Marketing -- Ch. 2. Business, Strategic, and Direct Marketing Planning -- Ch. 3. Impact of Databases -- Ch. 4. Consumer and Business Mailing Lists -- Ch. 5. Offer -- Ch. 6. Building Customer Relationships -- Ch. 7. Implementing Global Direct Marketing Campaigns -- Ch. 8. Business-to-Business Direct Marketing -- Ch. 9. Marketing to Business with Lead Generation -- Sect. 2. Media of Direct Marketing -- Ch. 10. Magazines -- Ch. 11. Newspapers -- Ch. 12. TV/Radio -- Ch. 13. Insert and Co-op Media -- Ch. 14. Telemarketing/Teleservices -- Sect. 3. Internet Direct Marketing -- Ch. 15. Overview of Internet Direct Marketing -- Ch. 16. E-Communications -- Ch. 17. E-Commerce -- Sect. 4. Managing the Creative Process -- Ch. 18. Creating Direct Mail Packages -- Ch. 19. Creating and Managing Catalogs -- Ch. 20. Creating Print Advertising -- Sect. 5. Marketing Intelligence -- Ch. 21. Modeling for Business Decision Support -- Ch. 22. Mathematics of Direct Marketing -- Ch. 23. Innovation Through Creativity and Testing -- Ch. 24. Research for Direct Marketers.

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