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Business-to-Business Direct Marketing: Proven Direct Response Methods to Generate More Leads and Sales, 2nd edition (Прямой маркетинг на бизнес-рынках: испытанные методы прямого взаимодействия для роста объема продаж)

Опубликовано на портале: 30-10-2003
USA: McGraw-Hill, 1998
Тематический раздел:
Discloses how to profit from the most important weapon in the business-to-business marketer's arsenal: direct marketing. Provides realworld examples of how the professionals consistently increase response and generate better leads.

Самое мощное оружие в арсенале маркетологов на бизнес-рынках – это прямой маркетинг. В представленной книге Вы найдете ответ на вопрос, как наиболее эффективно использовать этот инструмент. Для этого автор приводит множество реальных примеров того, как профессионалы добиваются постоянного увеличения откликов и достигают наилучших результатов.

Review

Get the jump on the competition! Guaranteed! This book is a proven way to boost the sales and increase the bottom line of any business! I have the track record to prove it. In the summer of 2000, it helped me close deals with three b-to-b clients. It also, after reading it five times in two months, enabled me to increase the sales and visibility of three other clients. And I did it all within the space of about five months. In no uncertain terms, the book helped me to increase the response rate to a number of direct marketing campaigns for myself and both service and produt oriented businesses. In this hefty volume, Bly explains the differences between consumer and b-to-b marketing. He shows the relation between "features" and "benefits" in copy as well as the effective use of technical info to sell various products in catalogs, ads, brochures and direct mail. Bly is the preeminent authority on b-to-b marketing who successfully writes for some of the largest businesses in the United States. His wealth of knowledge shines through. Besides showing you how to sell through direct marketing, he explains in detail how to measure and track your results. He gives tips on testing and explains what you should do before, during and after a campaign. His information on technical writing and selling technical products is especially useful, given the fact that he is an engineer. If you are serious about starting or improving a b-to-b direct marketing campaign, and you want details about the vital tools and mechanics of marketing, this is the book you should have. Be sure to get it before your competition does.

Roscoe Barnes III,
Waynesboro, PA United States
Preface
Part 1. Fundamentals of Effective Business-To-Business Direct Marketing
Part 2. Business-To-Business Direct Marketing Tasks
Appendix
Index