Business to business direct marketing : proven direct response methods to generate more leads and sales
Author(s)
Bibliographic Information
Business to business direct marketing : proven direct response methods to generate more leads and sales
NTC Business Books, c1998
2nd ed
Available at / 4 libraries
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Note
Includes index
Description and Table of Contents
Description
Business to Business Direct Marketing is the only book that discloses how to profit from the most important weapon in the business-to-business marketer's arsenal: direct marketing.Loaded with realworld examples of how the pros consistently increase response and generate more and better leads, Business to Business Direct Marketing gives you the guidance to create and develop narketing communications that win every time. Veteran business marketer Bob Bly unlocks the secrets behind the seven key strategies and tactics of busines-to-direct marketing. He takes the reader step-by-step through the different types of communications and media at the marketer's disposal. Bly shows you how to:
Cut through the hype and get real benefits from marketing in the newer electronic media, including the World Wide Web. Increase the pulling power of every print ad. Get more inquiries and orders from every ad. Make your direct mail response rates soar. Boost response from sales brochures. Maximize orders from business catalogs. Create hard and soft offers that sell more. Profit from postcard decks. Use press releases and feature articles as direct response tools. Generate leads from speeches and seminars. Create inquiry fulfillment packages that close more sales.
Easy to understand and use, Business to Business Direct Marketing is a gold mine of time-tested ideas and techniques guaranteed to produce more profitable communications with business buyers.
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
by "Nielsen BookData"
