Profitable Direct Marketing by Jim Kobs: Book Cover

    Profitable Direct Marketing by Jim Kobs

    BUY IT NEW

    • Limited Time Offer! Everyone receives the Member Price on books.
      See Details
    • This item is currently out of stock.
    • Add To List uiAction=GetAllLists&page=List&pageType=list&ean=9780844230290&productCode=BK&maxCount=100&threshold=3

    BUY IT USED

    5 copies from $2.07

    See All Available

    Textbook (Hardcover - 2nd ed)

    • 416pp

    Reader Rating:

    See All Detailed Ratings

    TEXTBOOK INFORMATION

    • ISBN-13: 9780844230290
    • Edition Description: 2nd ed
    • Edition Number: 2
    • Pub. Date: January 1992
    • Publisher: McGraw-Hill Companies, The
    Buy it Used: 5 copies from $2.07 See All Available
     
    • Overview
    • Editorial Reviews

    Product Details

    • Pub. Date: January 1992
    • Publisher: McGraw-Hill Companies, The
    • Format: Textbook Hardcover, 416pp

    Synopsis

    Here's how Richard Hodgson, a leading direct marketing authority, describes the new edition: "Since Jim Kobs' Profitable Direct Marketing appeared a decade ago, the whole world of direct marketing has changed drastically. Jim was not only a keen observer of the changes; he played a major role in many of the advances. In this valuable new edition he provides unique insight into what has happened, how it happened, and how all types of companies can utilize advanced direct marketing techniques to maximum advantage." This completely revised and updated work reflects a changing and maturing discipline. Profitable Direct Marketing covers everything involved in launching and improving a successful direct marketing business, but it is Jim Kobs' emphasis on strategic planning and key growth strategies that sets his book apart. Planning

    • Launching a direct marketing program
    • Selecting products and services
    • 99 proven direct response offers
    • Setting objectives
    • Testing new and proven ventures
    • Effective use of research
    Media
    • Managing targeted lists
    • Buying and evaluating print
    • Using narrowcast, broadcast and informercials
    • Telemarketing
    • Developing a multi-media plan
    Creative
    • Developing the right strategy
    • Copy and art
    • Direct response TV
    • Techniques for generating ideas
    Growth
    • Seven strategies for building business
    • Increasing lifetime values
    • Databases and back-end marketing
    • Business to business direct marketing
    • Catalogs
    Special Applications
    • Selling financial services and consumer package goods
    • Raising funds
    • Retail direct marketing
    Complete with case histories, frequent checklists and idea-starters, Profitable Direct Marketing is an essential resource that will make any direct marketing business grow.

    Customer Reviews

    • Reader Rating:

    Be the first to write a review!