Successful Direct Marketing Methods: Interactive, Database, and Customer-Based Marketing for Digital Age

Bob Stone's classic work should be a must-read for every professional in the field of marketing, especially direct marketing. It is chock full of well-proven strategies for selling directly, and could be the single best curriculum for the fledgling marketeer.

No Direct Marketer's library is complete without Bob Stone's book. While I have been in the industry for some time, I often think to myself "What would Bob do?" This book has had major influence on my career. The concepts apply to my field (Internet marketing) and they also could be applied to traditional marketers as well. Great book!

This edition is one of the best texts on direct marketing. A classic text that everyone involved in direct marketing should read, this edition includes a lot more material on digital forms of direct marketing than the previous versions. These digital forms include marketing via the Internet; from banners and buttons to e-mail, online merchandising and website navigation and many other concerns. The text covers every form of direct marketing in detail as well as many case studies to show how they were used or are being used successfully.

This is a good book for getting an overview of Direct Marketing. Itis, however, not up to date. From the time of the last publishing(1996, 6th edition) there have been many changes in the world ofdirect marketing. Some of the terminology is outdated, especially inthe chapter on creative writing. There is no mention of newer typesof direct marketing, i.e Loyalty Programs and the chapter on New Mediais thin, with scant info. on the internet. (This review refers to a previous edition of this title.)

Mr. Stone lays out in complete and easily to understand terms, the essential techniques for planning objectives and strategies and properly using tactics.Every direct marketer has read this book and uses its guidelines for timeless, quality, financially successful direct marketing planning.I encourage you to read it.