Business to Business Direct Marketing Proven Direct Response Methods to Generate More Leads and Sales

Name: Business to Business Direct Marketing Proven Direct Response Methods to Generate More Leads and Sales
Availability: OutOfStock
ISBN: 9780071392433

ISBN-10: 0071392432

ISBN-13: 9780071392433

Edition: 2nd

Authors: Robert W. Bly

List price: $44.95

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"Good business-to-business direct marketing is no accident. The second edition of Bob Bly's book helps direct marketers of all experience levels eliminate guesswork. This book belongs on the bookshelf of every direct marketer. Unlike other books, you'll be going back to this one so often it will never gather dust. Cookbooks are helpful, but the real value of Business to Business Direct Marketing is the wealth of experience that Bob Bly brings to each page. From high-level strategy to copywriting hints and tips, this edition is packed with gold nuggets of advice." -- Marc Russman Manager, Direct Marketing Skills Development IBM "The most successful business-to-business direct marketers…

Book details

List price: $44.95
Edition: 2nd
Publisher: McGraw-Hill/Contemporary
Binding: E-Book
Language: English

Preface	p. vii
Acknowledgments	p. xi
Fundamentals of Effective Business-to-Business Direct Marketing
Strategic Differences Between Business-to-Business and Consumer Marketing	p. 3
Tactical Differences Between Business-to-Business and Consumer Direct Marketing	p. 25
Applying Direct Reponse Techniques to Business-to-Business Marketing	p. 51
Target Marketing	p. 99
Soft Offers	p. 121
Hard Offers	p. 147
Business-to-Business Direct Marketing Tasks
Print Advertising	p. 171
Direct Mail	p. 185
Postcard Decks	p. 209
Sales Brochures	p. 217
Catalogs	p. 231
Press Releases	p. 247
Feature Articles	p. 261
Newsletters	p. 275
Speeches, Presentations, and Seminars	p. 287
Business-to-Business Marketing on the World Wide Web	p. 297
Electronic and Audiovisual Media	p. 311
Telemarketing	p. 327
Trade Shows	p. 353
Inquiry Fulfillment	p. 369
Resources	p. 389
Index	p. 397
Table of Contents provided by Syndetics. All Rights Reserved.