Author: GOSDEN, FREEMAN F.
Title: Direct Marketing Success
Description: Wiley, John & Sons. 1985. (ISBN: 9780471513285). Paperback. Paperback in average to good condition. Small water stain from page 155 to end, does not effect reading. For people who are thinking of starting a mail order business, or those involved in or planning to get into the direct marketing industry, this nuts-and-bolts guide explains the ``how'' and the ``why'' of the concepts and the techniques that make direct marketing work. Direct Marketing Success shows why list selection is crucial, and then shows how to do it, how direct mail can dramatically increase sales force efficiency, and how to create winning packages. Written the Direct Marketing Association's ``Man of the Year'' for 1985, and AdWeek's direct marketing columnist. This book discusses the unique strategies needed to improve direct marketing techniques and clarifies the differences between direct marketing and conventional advertising. It explains the dynamics of proven successful strategies which readers can apply to each situation. The reader learns how to establish certain formulae and principles in direct marketing by measuring the responses generated by advertisements, phone solicitations and mailings. Used: Acceptable.

Keywords: 9780471513285


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