Expert praise for

Creative Strategy in DIRECT & INTERACTIVE Marketing
(FOURTH EDITION)

The master of direct creativity … [shows you] how to connect the dots in today's new world of customer-driven interactive marketing for any type of message or messaging designed to deliver results time after time.

DON E. SCHULTZ, President, Agora
Emeritus, Medill School of
Journalism and Integrated Marketing Communications

… a “must read” for any direct marketing professional. … Whether new to direct marketing or a seasoned veteran, you owe it to yourself to read this book from cover to cover.

CYNDI W. GREENGLASS, Senior Vice President,
Strategic Solutions, Diamond Marketing Solutions

(From the Foreword) Susan Jones captures the basic recipe for marketing success perfectly: the right blend of strategy, creative, offer and target. That’s as direct as it gets.

MICKEY ALAM KHAN, Editor in Chief
Mobile Marketer, Mobile Commerce Daily, Luxury Daily

(From the Preface) This book is as much about strategy as it is about the creative upon which effective strategy depends. . . . The book is, after all, a recognized creative classic. Someday it may be recognized as a strategy classic as well.

RICHARD T. COLE, Michigan State University
Co-Author, The New Media Driver’s License

… an easy-to-read, comprehensive guide that covers all of the key elements of effective creative development, from strategy to tactical how-tos. This book is a must-have for any student of advertising, whether in college, in the profession, or an instructor.

PETER JOHNSON, Professor of Marketing,
Graduate School of Business,
Fordham University

This book is important and useful to seasoned practitioners and novices alike. Read it thoroughly and return to it often.

MARC ZINER, Managing Partner/Creative,
Marketing Highway