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Business to Business Direct Marketing

Business to Business Direct Marketing - 2nd edition

ISBN13: 978-0844232430

Cover of Business to Business Direct Marketing 2ND 98 (ISBN 978-0844232430)
ISBN13: 978-0844232430
ISBN10: 0844232432
Cover type:
Edition/Copyright: 2ND 98
Publisher: National Textbook Co.
Published: 1998
International: No

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Business to Business Direct Marketing - 2ND 98 edition

ISBN13: 978-0844232430

Robert W. Bly

ISBN13: 978-0844232430
ISBN10: 0844232432
Cover type:
Edition/Copyright: 2ND 98
Publisher: National Textbook Co.

Published: 1998
International: No
Summary

Veteran business marketer Bob Bly unlocks the secrets behind the seven key strategies and tactics of business-to-business direct marketing. Loaded with real-world examples of how the pros consistently increase response and generate more and better leads, this book illustrates how to create and develop marketing communications that win every time.

Table of Contents

Part I: Fundamentals of Effective Business-to-Business Direct Marketing * Strategic Differences Between Business-to-Business and Consumer Marketing * Tactical Differences Between Business-to-Business and Consumer Direct Marketing * Applying Direct Response Techniques to Business-to-Business Marketing * Target Marketing * Soft Offers * Hard Offers Part II: Business-to-Business Direct Marketing Tasks * Print Advertising * Direct Mail * Postcard Decks * Sales Brochures * Catalogs * Press Releases * Feature Articles * Newsletters * Speeches, Presentations, and Seminars * Business-to Business Marketing on the World Wide Web * Electronic and Audiovisual Media * Telemarketing * Trade Shows * Inquiry Fulfillment
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