THE Compendium -- a classic textbook on the subject
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There's a reason this book is now in its eighth edition. There is nothing more comprehensive out there. There are chapters on planning, databases, mailing lists, offers, customer relationships, global campaigns, business to business direct marketing, lead generation... and on and on. there's a huge section on Internet marketing. There's an entire section on intelligence, also, which includes chapters on decision support, the mathematics of direct marketing, and testing.
It is also jam-packed with real-world case examples. I don't know what book the other reviewer was reading, but it can't have been this one.
The book is obviously written from decades of real-world experience and the authors have worked hard to keep the book current and up-to-date. Sadly, Bob Stone, one of the co-authors, passed away last year. Fortunately for us, it was just after completing this, the last edition that will bear his name.
Are you serious about direct marketing? (Which includes Internet marketing, direct response and mail order?) You owe it to yourself to invest in this book, and to take the time to *read* it.
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Review of direct marketing methods available
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The book lists and describes the direct marketing media you can use (magazines, newspapers, direct mail, etc), but it doesn't really give an insight on what works, what doesn't. Don't expect to get a good advice on how to write headlines for instance. There are no case studies or examples. If you are a beginner, or a student, it might come handy. I was a little disappointed though.
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