Section One: Direct Marketing Essentials Chapter 1: The Scope of Direct Marketing Chapter 2: Business, Strategic and Direct Marketing Planning Chapter 3: The Impact of DatabasesChapter 4: Consumer and Business Mailing ListsChapter 5: The OfferChapter 6: Building Customer RelationshipsChapter 7: Implementing Global Direct Marketing CampaignsChapter 8: Business-to-Business Direct MarketingChapter 9: Marketing to Businesses with Lead GenerationSection Two: Media of Direct Marketing Chapter 10 - MagazinesChapter 11 - NewspapersChapter 12 - TV/RadioChapter 13: Insert and Co-op MediaChapter 14: Telemarketing/Teleservices Section Three: Internet Direct Marketing Chapter 15: Overview of Internet Direct MarketingChapter 16: E-Communications Chapter 17: E-Commerce Section Four: Managing the Creative Process Chapter 18: Creating Direct Mail AdvertisingChapter 19: Creating and Managing CatalogsChapter 20: Creating Print AdvertisingChapter 21: Modeling for Business Decision SupportChapter 22: Mathematics of Direct MarketingChapter 23: Innovation through Creativity and TestingChapter 24: Research for Direct MarketingGlossary
Bob Stone Chairman Emeritus, Stone & Adler, Inc. President, Bob
Stone, Inc. Awards Member of Direct Marketing Hall of Fame.
Eight-time winner of the Direct Marketing Associations Best of
Industry Award. Recipient of the Charles S. Downes Award for direct
marketing contributions. Recipient of the Edward N. Mayer, Jr.
Award for contributions to direct marketing education and two Gold
Echo Awards as well as the John Caples Award for copy excellence.
Articles and Books Bob Stone was a feature columnist in Advertising
Age for 12 years, writing over 200 articles on the subject of
direct marketing. He is the author of Successful Direct Marketing
Methods, now in its seventh edition. (Over 200,000 copies in print,
including foreign editions.) He has also authored Direct Marketing
Success Stories and co-authored Successful Telemarketing. NTC
Business Books of Lincolnwood, Illnois is the publisher of Stones
books. Teaching Stone has taught degree programs at Northwestern
University and University of Missouri. He has lectured extensively
in the States, Europe, Asia, and Australia. Affiliations Former
Director, Direct Marketing Association Former President, Chicago
Association of Direct Marketing Former President, Associated Third
Class Mail Users Former Trustee, Direct Marketing Educational
Foundation
Ron Jacobs is President of Jacobs & Clevenger, Inc., an integrated
marketing and professional services company with a focus on
customer relationship marketing and based in Chicago, Illinois. He
is also Senior Lecturer in the Medill/Integrated Marketing
Communications Program, Northwestern University, where he teaches
interactive marketing and E-Commerce. He was 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 Vice Chair 1997-199 and E-Commerce Chair
1998-1999. 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 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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