Profitable Direct MarketingJim Kobs is a respected leader in the field of direct marketing, a strategic thinker, an effective teacher/lecturer, an award-winning creative thinker, a noted author and a good friend. Profitable Direct Marketing incorporates the wisdom of his years of experience and is an important addition to the library of every serious direct marketer. -- Jonah Gitlitz President Direct Marketing Association, Inc. This eagerly awaited new edition provides the know-how needed by every advertising, promotion and direct marketing manager who wants to succeed in the age of the individual. Highly recommended for both the basics and its advanced strategic insights. -- Stan Rapp Coauthor of MaxiMarketing Like Jim Kobs himself, his book is so wise, so clear, so well-organized, and so knowledgeable, I can't imagine a better place to get a broad grasp of the direct marketing of today and tomorrow. -- Thomas L. Collins Coauthor of MaxiMarketing Before you spend another dime to promote your product or service, you should read Jim Kobs' book to ensure that you are maximizing your investment. Getting the most out of direct marketing requires not only careful planning and execution, but rigorous analysis. Jim Kobs shows you how to do it, from start to finish. -- John Schlactenhaufen Vice President Sales &Marketing Dictaphone Corporation Jim Kobs covers it all . . . . Strategy, tactics, basic rules and advanced concepts are all addressed in what is becoming a must read for anyone using or contemplating a direct marketing program. -- Stephen E. Toman Executive Vice President Grolier, Inc. Finding this book is like finding your glasses . what seemed vague and obscure becomes clear. -- Susan J.McIntyre Direct Marketing Manager NIKE, Inc. This second edition updates, reinvigorates and adds fresh knowledge and insights to Jim Kobs' masterful work. -- Barrie M. Spelling Vice President, New Business Colgate-Palmolive Company Profitable Direct Marketing is a goldmine of information for immediate (and enjoyable) reading, and is an invaluable reference source for years to come. -- Richard S. Hodgson Author of Direct Mail and Mail Order Handbook |
Contents
Direct Marketing Today | 1 |
The Four Plus One Formula for Product | 41 |
The Last Word on Product Selection | 49 |
Copyright | |
66 other sections not shown
Other editions - View all
Profitable Direct Marketing: How to Start, Improve, Or Expand Any Direct ... Jim Kobs No preview available - 1979 |
Common terms and phrases
AARP advertising appeal approach audience benefit better booklet brand breakeven brochure budget buyers catalog Club color consumer copy cost coupon creative strategy database develop direct mail direct marketing program direct response discount distribution channels diverticulosis envelope example EXHIBIT firm free gift free trial gift offer Gut Buster headline Home Shopping Network house list idea important inquiries Item Kobs L.L. Bean lead magazine mail order mailing package Mayo Clinic merchandise million Omaha Steaks order form percent person premium product or service profit promotion prospects Publishers Clearing House purchase reader response rate retail sales force salesperson sample segments selling Skeptic space advertising spend spot subscription successful sweepstakes target techniques telemarketing television there's Torch Club usually