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Jim Kobs – Profitable Direct Marketing

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Jim Kobs – 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 BizLearning
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.

Hardcover: 416 pages
Publisher: McGraw-Hill; 2 edition (September 30, 1991)

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