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Review
The new edition of Successful Direct Marketing Methods is the only reference I could imagine replacing my trusted and now dog-eared sixth edition. With all this new material, it is another major contribution to the industry. Peter J. Rosenwald VP Direct Marketing Grupo Abril, Brazil Creator and author of ACPO computer model and book: Successful Economic Planning for Direct and Data Driven Marketing and CRM. Rarely does a new edition of a book meet our expectations. This one does and then some! Bob Stone and Ron Jacobs have given all of us  from novice to seasoned practitioner  the single most comprehensive and contemporary tool in direct marketing. It is rich in its coverage of the expanded direct marketing landscape. The examples are great and topical. I cant imagine anyone in direct marketing not finding it indispensable. Jerry I. Reitman Executive Vice President (retired) The Leo Burnett Company Author of Beyond 2000: The Future of Direct Marketing Once again, Bob Stone has re-invented direct marketing. His seventh edition of SUCCESSFUL DIRECT MARKETING METHOD, now with Ron Jacobs, has successfully identified the convergence of direct, database and the new electronic communication systems. It's the cutting edge and beyond for all marketers who have an interest in dealing directly with their customers and prospects no matter what the medium. Bravo for Bob and Ron. Don E. Schultz, Ph D Professor, Integrated Marketing Communications Northwestern University Evanston, IL "For over 20 years in this business, I have kept the latest edition of "Successful Direct Marketing Methods" near my desk. This new edition is essential to me now that I've become CEO of an online direct marketing company, because Bob Stone and Ron Jacobs have done such a good job of laying out the essentials for the new era of one to one marketing online." George S. Wiedemann President, and CEO Responsys.com If you want to be the best in Direct Marketing, please read, re-read and read again the new version of "Successful Direct Marketing Methods" by Bob Stone and Ron Jacobs. Written in plain English, this classic text combines the wisdom of years in the business illustrated by great case studies, with the latest thinking on everything that is "e". Wendy Riches President, Marketing Communications Group, D'Arcy "Successful Direct Marketing Methods is without a doubt the most thorough, straightforward and informative book available on direct marketing. The insight, knowledge and experience shared by Bob Stone in the seventh edition of Successful Direct Marketing Methods is matched only by the progressive outlook of his coauthor Ron Jacobs. As the direct marketing industry continues to grow at such a rapid pace, it is essential we have one central resource to fall back upon which clearly states the defining principles, practices and applications of the direct marketing discipline. This book represents that one key resource for clients, agencies and students of direct marketing. John R. Goodman Senior Vice President, Helzberg Diamonds (a Berkshire Hathaway company) Bob Stone and Ron Jacobs have done an extraordinary job in updating and expanding this seventh edition of Successful Direct Marketing Methods. The result is a totally current, comprehensive and authoritative marketing corpus for students and executives alike. In this new edition, Stone and Jacobs present a compelling guide to understanding and profiting from the shockwaves of change that have shattered the mass market into pieces as small as a single customer, driving relevancy in marketing and rewriting all the rules. Daniel Morel Chairman and CEO Worldwide, impiric (III )

Book Description
The first book written on direct marketing is still the one that all the others are measured against. Jim Kobs, Chairman and CEO, Kobs Gregory Passavant

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First Sentence
In little more than a century, direct marketing has grown beyond its roots in traditional mail order to embrace a host of new technologies, customer relationship-building techniques, and performance measures that set the bar for the future of marketing communications. Read the first page Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover

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