Profitable Direct Marketing

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.Kobs, Jim is the author of 'Profitable Direct Marketing', published 1991 under ISBN 9780844230290 and ISBN 0844230294.