Profitable Direct Marketing - Hardcover

Kobs, Jim

Hardcover

ISBN 10: 0844230294 ISBN 13: 9780844230290

Verlag: McGraw-Hill Contemporary, 1991

Inhaltsangabe

"Jim Kobs is a respected leader in the field of direct marketing, a strategic thinker, an effective teacher/lecturer, an award-winning creative thinker, a noted author and a good friend. Profitable Direct Marketing incorporates the wisdom of his years of experience and is an important addition to the library of every serious direct marketer." -- Jonah Gitlitz President Direct Marketing Association, Inc. "This eagerly awaited new edition provides the know-how needed by every advertising, promotion and direct marketing manager who wants to succeed in the age of the individual. Highly recommended for both the basics and its advanced strategic insights." -- Stan Rapp Coauthor of MaxiMarketing "Like Jim Kobs himself, his book is so wise, so clear, so well-organized, and so knowledgeable, I can't imagine a better place to get a broad grasp of the direct marketing of today and tomorrow." -- Thomas L. Collins Coauthor of MaxiMarketing "Before you spend another dime to promote your product or service, you should read Jim Kobs' book to ensure that you are maximizing your investment. Getting the most out of direct marketing requires not only careful planning and execution, but rigorous analysis. Jim Kobs shows you how to do it, from start to finish." -- John Schlactenhaufen Vice President Sales &Marketing Dictaphone Corporation "Jim Kobs covers it all . . . . Strategy, tactics, basic rules and advanced concepts are all addressed in what is becoming a "must" read for anyone using or contemplating a direct marketing program." -- Stephen E. Toman Executive Vice President Grolier, Inc. "Finding this book is like finding your glasses . what seemed vague and obscure becomes clear." -- Susan J. McIntyre Direct Marketing Manager NIKE, Inc. "This second edition updates, reinvigorates and adds fresh knowledge and insights to Jim Kobs' masterful work." -- Barrie M. Spelling Vice President, New Business Colgate-Palmolive Company "Profitable Direct Marketing is a goldmine of information for immediate (and enjoyable) reading, and is an invaluable reference source for years to come." -- Richard S. Hodgson Author of Direct Mail and Mail Order Handbook

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Here's how Richard Hodgson, a leading direct marketing authority, describes the new edition: "Since Jim Kobs' Profitable Direct Marketing appeared a decade ago, the whole world of direct marketing has changed drastically. Jim was not only a keen observer of the changes; he played a major role in many of the advances. In this valuable new edition he provides unique insight into what has happened, how it happened, and how all types of companies can utilize advanced direct marketing techniques to maximum advantage." This completely revised and updated work reflects a changing and maturing discipline. Profitable Direct Marketing covers everything involved in launching and improving a successful direct marketing business, but it is Jim Kobs' emphasis on strategic planning and key growth strategies that sets his book apart. Planning

• Launching a direct marketing program
• Selecting products and services
• 99 proven direct response offers
• Setting objectives
• Testing new and proven ventures
• Effective use of research

Media

• Managing targeted lists
• Buying and evaluating print
• Using narrowcast, broadcast and informercials
• Telemarketing
• Developing a multi-media plan

Creative

• Developing the right strategy
• Copy and art
• Direct response TV
• Techniques for generating ideas

Growth

• Seven strategies for building business
• Increasing lifetime values
• Databases and back-end marketing
• Business to business direct marketing
• Catalogs

Special Applications

• Selling financial services and consumer package goods
• Raising funds
• Retail direct marketing

Complete with case histories, frequent checklists and idea-starters, Profitable Direct Marketing is an essential resource that will make any direct marketing business grow.

Details zur Ausgabe

• Verlag: McGraw-Hill Contemporary
• Erscheinungsdatum: 1991
• Sprache: Englisch
• ISBN 10: 0844230294
• ISBN 13: 9780844230290
• Einband: Gebundene Ausgabe
• Anzahl der Seiten: 416
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar