on 18 February 2004
This is a good guide to the underlying principles of Direct Marketing and it is nicely structured, it builds on each chapter to create a sound understanding. However, with the recent changes in the industry and the shift towards more online DM it is beginning to show its age slightly. Apart from that, very good.
on 23 January 2008
I have a Direct Marketing and Promotion company based in Asia. We have customers all over the world and we engage in any aspect of promotion you care to mention, from 1M+ eDM to above and below promotion to events management. This book acts as a bible for our firm - we use it for internal training as well as a means of common ground with our client base. It literally covers everything you would care to know.
Everything that *really* matters is in here - most of all what it takes to build the crucial foundation upon which all promotion and Direct Marketing efforts rest -> Having a prospects database that is correctly formed, targeted and then alerted to the merits of whatever is being promoted.
The most useful and practical feature of this book is how it focuses not on technologies - which can and do evolve quickly - but rather on the aspects of Direct Marketing and Promotion that are timeless...the human experience of convincing someone who doesn't know you to accept your message. As long as humans roam the earth, the essence of our exchange-based economy will remain rooted in the messages contained in this book.