Bob Stone - Böcker

Direct marketing has grown beyond its roots in traditional mail order to embrace a host of new technologies, customer relationship-building techniques, and performance measures. Today, businesses and nonprofits of all kinds use direct marketing, which now garners 25% of the U.S. marketer's budget, surpassing newspapers and broadcast TV.

Hailed as the “bible” of direct marketing for over 30 years, Successful Direct Marketing Methods has been completely updated and expanded with all the latest tools and techniques needed for success in today's digital, multi-channel marketplace. Written by world-renowned direct marketing experts Bob Stone and Ron Jacobs, the Eighth Edition of Successful Direct Marketing Methods contains major revisions to chapters on the creative process, fully covering the development of direct mail advertising, catalogs, and print advertising. The Eighth Edition also explores such new topics as:

The expanding objectives of direct marketing in the digital ageTechniques for optimizing customer acquisition, up-selling and cross-selling, reducing defections, extending loyalty, and improving retentionCRM applications, data mining, call center, campaign management, and sales force automationCustomer experience management--connecting customers and brands at every touch pointBrand building with direct marketing tools and techniquesThe growth of direct marketing in Europe, Asia, and Latin AmericaMethods of international marketing--both direct and telemarketing

Successful Direct Marketing Methods offers professionals a comprehensive roadmap for direct marketing success across today's multiple marketing channels.

Confessions of a Civil Servant is filled with lessons on leading change in government and the military. Bob Stone based the book on thirty years as a revolutionary in government. It comes at a time when the events of 9-11 are sharpening America's demands for government that works at all levels.The book tackles fourteen overarching themes in government, developed through entertaining stories of Stone's own experiences as a civil servant. Among the topics Stone covers are 'tackling a job when you haven't a clue,' 'organizing for the mission,' 'dealing with difficult bosses,' and 'getting past the barriers to change.' This book is a must-read for anyone in, or considering taking, a leadership position in government, the military, or any large organization, public or private.

Confessions of a Civil Servant is filled with lessons on leading change in government and the military. Bob Stone based the book on thirty years as a revolutionary in government. It comes at a time when the events of 9-11 are sharpening America's demands for government that works at all levels.The book tackles fourteen overarching themes in government, developed through entertaining stories of Stone's own experiences as a civil servant. Among the topics Stone covers are 'tackling a job when you haven't a clue,' 'organizing for the mission,' 'dealing with difficult bosses,' and 'getting past the barriers to change.' This book is a must-read for anyone in, or considering taking, a leadership position in government, the military, or any large organization, public or private.