S.U.R.E.-Fire Direct Response Marketing: Managing Business-to-business Sales Leads for Bottom-line Success [Hardcover]

Russell Kern (Author)

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Product details

Hardcover: 304 pages
Publisher: McGraw-Hill Contemporary; First Printing, Highlighting edition (1 May 2001)
Language English
ISBN-10: 0658006223
ISBN-13: 978-0658006227
Product Dimensions: 23.6 x 18.3 x 2.5 cm
Amazon Bestsellers Rank: 2,055,143 in Books (See Top 100 in Books)

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Product Description

S.U.R.E.-Fire Direct Response Advertising delivers a proven, effective program for boosting business-to-business direct advertising response rates and converting sales leads into a steady stream of revenue. Readers are guided through the steps of the acclaimed S.U.R.E.-Fire program, which include strategic planning, marketing research, developing customer relationships, recognizing sales opportunities, and executing a sales lead campaign.

About the Author

Russell M. Kern is president of Kern Direct Marketing, an agency specializing in integrated sales lead generation.

Inside This Book (Learn More)

First Sentence
Strategic planning is one of the most-discussed aspects of business marketing. Read the first page

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Amazon.com: 5 reviews

4 of 4 people found the following review helpful

A must read for marketers! 1 April 2001

By Evan - Published on Amazon.com

Format:Hardcover

Mr. Kern has provided the marketing industry with a new and comprehensive methodology to direct marketing. This book covers the essential fundamendals of lead generation as well as advanced marketing stratgies which include eCultivation techniques. S.U.R.E-Fire direct marketing provides a step by step process to designing an effective campaign. Plus, the execution excellence chapters (9-11) are packed with techniques and checklists to help ensure marketing success. I strongly recommend this book to marketing professional and those who are responsible for generating sales leads for their company.

3 of 3 people found the following review helpful

The Most Comprehensive Direct Marketing Tool To-Date 12 April 2001

By Susan Ballou - Published on Amazon.com

Format:Hardcover

Russell Kern's Sure-Fire Direct Response Marketing is an excellent resource for improving your methods of finding and developing prospects. His coverage of topics such as handling focus groups, creating effective campaigns, and bridging the gap between marketing and sales make this a valuable tool for improving business-to-business marketing. The Internet chapter explores how to use this medium to your best advantage. Whatever your level of expertise, you'll find this book useful.

3 of 3 people found the following review helpful

Outstanding read for sales and marketing people 5 April 2001

By Chris Ryan - Published on Amazon.com

Format:Hardcover

Russell Kern has done a great job with SURE Fire Direct Response Marketing. The book is well-conceived and comprehensive. Although it is specifically about generating sales leads, anyone who reads this book will find their knowledge of marketing and sales greatly enhanced.

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