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This edition takes the reader step-by-step through the entire direct marketing process. All media are covered including the traditional areas of print, broadcast, co-op and telemarketing, as well as electronic media.
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NTC Business Books NTC/Contemporary Publishing Group
Page ii
Library of Congress Cataloging-In-Publication Data Stone, Bob. Successful direct marketing methods / Bob Stone. 6th ed. p. cm. Includes Index. ISBN 0-8442-3003-0 1. Direct Marketing. I. Title. HF5415.126.S757 1996 658.8'4dc20 96-9100 CIP
Published by NTC Business Books A division of NTC/Contemporary Publishing Group, Inc. 4255 West Touhy Avenue, Lincolnwood (Chicago), Illinois 60646-1975 U.S.A. Copyright 1997 by NTC/Contemporary Publishing Group, Inc. All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior permission of NTC/Contemporary Publishing Group, Inc. Printed in the United States of America International Standard Book Number: 0-8442-3003-0 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3
Page iii
CONTENTS
About the Author
x
Foreword
xi
Preface
xiii
Acknowledgments
xiv
Section I Direct Marketing and Databases
Chapter One The Uniqueness of Direct Marketing
3
Economic Impact of Direct Marketing
3
Direct Marketing Defined
4
The Basics of Direct Marketing
6
The 30 Timeless Direct Marketing Principles
7
Integrated Communications
9
Case Study: Allstate Insurance Company Life Campaign
13
Chapter Two Databases in the Marketing Process
22
Database Marketing and Customer Relationships
23
Customer Relationships and Lifetime Customer Value (LTV)
23
Customer "Lists" versus Customer "Databases"
24
Why You Need a Database
25
What Information Should Your Database Contain?
26
What Kind of Database Do You Need?
27
How to Use a Database to Find Your Most Profitable Customers
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