Resource Center
Recommended Sources to Learn More
Direct marketing is a fascinating, ever-changing profession. To
learn more about the discipline of direct marketing – the strategies,
the goals and the techniques – we highly recommend the following
web sites and publications.
Web Sites
www.clickz.com
Excellent resource to stay in touch with what’s happening in email and
online marketing, including conferences and professional events
www.marketingsherpa.com
One of the best enewsletters featuring direct marketing case studies
and real-life testing results.
www.hbs.edu
Visit to sign up for Harvard Business School’s Working
Knowledge enewsletter. Includes feature articles and the latest business books
and research.
The CyberAtlas Newsletter (and others) at
www.e-newsletters.internet.com
DM
News-iMarketing News Daily at www.dmnews.com
Dr.
Ebiz at www.wilsonweb.com
The
eMarketer Daily at www.emarketer.com
MarketingProfsToday
at www.marketingprofs.com
Who’s
Mailing What Archive Insider at www.whosmailingwhat.com
Adlaw
by Request at www.adlaw.com
Digital
Marketer at www.silverpop.com
The
Grokdotcom at www.grokdotcom.com
Direct
Newsline at www.directnewsline.com
Books
Most recommendations are available at www.amazon.com and www.barnesandnoble.com.
Successful Direct Marketing Methods by Bob Stone
The “bible” of direct marketing. Deserves to be on every
direct marketer’s bookshelf.
Tested Advertising Methods by John Caples
A classic guide for generations of direct marketers. Powerful
and time-tested.
Tested Sentences that Sell by Elmer Wheeler
Out of print and hard to find, but definitely worth it if you can
get your hands on a copy. Discusses salesmanship in copy development.
The Tipping Point by Malcolm Gladwell
Discusses how ideas become trends. A compelling book that will challenge
how you think about selling products or services.
Orbiting the Giant Hairball by Gordon MacKenzie
One of the most remarkable texts ever written on creativity and the corporate
process. Delightful reading.
Brand Babble; Sense and Nonsense About Branding
by Don and
Heidi Schultz
Called "the most lucid, practical and valuable
discussion on branding I've
ever read" by one of our executive team members.
The Annual DMA Statistical
Fact Book
The Loyalty Effect by Frederick Reicheld (also see www.loyaltyeffect.com)
Loyalty
Rules by Frederick Reicheld
Email Marketing Metrics Guildes (2002
and 2003) by MarketingSherpa.com
The Leadership Challenge by Kouzes
and Posner (also see www.leadershipchallenge.com)
Designing Web
Usability by Jakob Nielsen (also see www.useit.com)
How to Get Control
of Your Time and Your Life by Alan Lakein
A Technique for Producing
Ideas by James Webb Young
Obvious Adams: The Story of a Successful
Businessman by Robert Updegraff
Magazines
Inside Direct Mail
Features case studies and commentary on what’s
testing in the mail right now. (www.insidedirectmail.com)
American Demographics
Articles and news stories on how target markets are changing.
(www.demographics.com)
Our Lending Library
Want to get comfortable with the complexities
of multi-variate analysis? Can you name the "16 Signposts
on the road to Direct Marketing Disaster?" Do you know how
to worry for maximum effectiveness? Check out the downloadable
white papers
in our lending library. (coming soon)
We update our resource list continually, so please check back often
for new recommendations. Thank you.
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