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Business to business direct marketing : proven direct response methods to generate more leads and sales

Title: Business to business direct marketing : proven direct response methods to generate more leads and sales / Robert W. Bly.
Author: Bly, Robert W.
Publication: Lincolnwood, Ill. : NTC Business Books, 1998.

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Status	Format	Access	Call Number	Item Location
Request for On-site Use Request Scan How do I pick up this item and when will it be ready?	Text	Request in advance	HF5415.1263 .B58 1998	Off-site

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Details

Description

xii, 403 pages; 25 cm

Summary

Veteran business marketer Bob Bly unlocks the secrets behind the seven key strategies and tactics of business-to-business direct marketing. He takes the reader step-by-step through the different types of communications and media at the marketer's disposal.

Subject

Industrial marketing

Bibliography (note)

Includes bibliographical references and index.

Contents

Pt. I. Fundamentals of Effective Business-to-Business Direct Marketing. 1. Strategic Differences Between Business-to-Business and Consumer Marketing. 2. Tactical Differences Between Business-to-Business and Consumer Direct Marketing. 3. Applying Direct Reponse Techniques to Business-to-Business Marketing. 4. Target Marketing. 5. Soft Offers. 6. Hard Offers -- Pt. II. Business-to-Business Direct Marketing Tasks. 7. Print Advertising. 8. Direct Mail. 9. Postcard Decks. 10. Sales Brochures. 11. Catalogs. 12. Press Releases. 13. Feature Articles. 14. Newsletters. 15. Speeches, Presentations, and Seminars. 16. Business-to-Business Marketing on the World Wide Web. 17. Electronic and Audiovisual Media. 18. Telemarketing. 19. Trade Shows. 20. Inquiry Fulfillment.

ISBN

0844232432

LCCN

97029941

OCLC

37315410
ocm37315410

Owning Institutions

Columbia University Libraries