To become a successful direct and
interactive marketer, it is vital to stoke your creative fires: to
move beyond the obvious formula and format to discover fresh words
and pictures that overcome inertia and incite prospects to action.
The all-new third edition of Creative Strategy in Direct and
Interactive Marketing has been totally revised to address
the new issues of interactive marketing media and integration and
convergence of all media.
Susan Jones shares with us how the
creative strategy must fit into the marketing plan and what the
creative team needs to know to produce superior results that are
both strategically correct and tactically effective.
What the experts are saying about Creative Strategy in
DIRECT & INTERACTIVE Marketing (Third Edition)
Susan Jones has a longstanding
commitment to the theory and practice of direct and interactive
marketing … This work is another example of her attention to the
needs of the future leaders of the direct and interactive business
-Dr. J. Steven Kelly
The Kellstadt Center
This book combines theory with
outstanding real- orld examples … an outstanding choice for my
students, since they can grasp the logic of a topic and then see
it applied by a professional who’s been on the “front line” … It
delivers a veritable “bible” of how-tos that will enable Creatives
to do their best…
Finerty & Wolfe Advertising
… an essential reference tool for
anyone engaged in the creation of direct and interactive marketing
– including account people and clients, too!
Consumer Market Research
… concise, amazingly thorough and
easy to use. Susan Jones has written about what she knows, and
direct marketers who read this book will surely benefit from her
vast knowledge. Don’t jump into your next DM project without
reading this book!
Senior Vice-President and Creative Director
The Core Organization
Written for Creatives by an ace
Creative, this text ties together creativity, techniques and
strategy to form a marketing fabric that generates results. A
must-read for creatives, and a valuable reference for generalists.
Lieber & Associates
The most lucid text on direct
marketing in its entirety.
Stone & Adler
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Creative Strategy in Direct and Interactive Marketing for only $49.95 plus $7