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Business to Business Direct Marketing

Business to Business Direct Marketing - 2nd edition

Business to Business Direct Marketing - 2nd edition

ISBN13: 9780844232430

ISBN10: 0844232432

Business to Business Direct Marketing by Robert W. Bly - ISBN 9780844232430
Edition: 2ND 98
Copyright: 1998
Publisher: National Textbook Co.
Published:
International: No
Business to Business Direct Marketing by Robert W. Bly - ISBN 9780844232430

ISBN13: 9780844232430

ISBN10: 0844232432

Edition: 2ND 98

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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

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