- Hardcover: 384 pages
- Publisher: OUP USA; Revised edition edition (17 Oct 2002)
- Language English
- ISBN-10: 0195158695
- ISBN-13: 978-0195158694
- Product Dimensions: 24.6 x 15.6 x 3.1 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 1,343,752 in Books (See Top 100 in Books)
- See Complete Table of Contents
Response: The Complete Guide to Profitable Direct Marketing
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More About the Author
Product Description
Review
"Response is a great practical guide for marketers and it's a key tool for us. I consider it to be the cornerstone of the group's Direct Marketing training." --Liz Bieler, Director Insurance Services American Express Company
"Lois Geller's direct marketing genius has been winning customers (and awards) for me for years Now she has a true winner for herself. Lois' book is destined to be on the bestseller list for a long time."--Anne McCall Simms, General Manager Fairmont Spas Inc.
"Response is a terrific resource to have in one's personal or professional library. It is filled with practical examples, valuable tools and insightful tips. It serves as a step-by-step guide to delivering successful direct marketing programs time after time after time. Whether it is used for professional enrichment or educational enlightenment, the reader will not be disappointed. It is an excellent book and I would recommend it for anyone doing a direct marketing program!" --Ren e L. Harris,
Product Description
Marketing experts know that Direct Marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right way, always profitable. Lois K. Geller, a leading Direct Marketing expert, updates her classic book to include the latest tips and techniques, plus expanded coverage of Direct Marketing in the age of the Internet. The new Revised Edition of Response offers all marketers, in any size company, a strategy for creating and sustaining a profitable Direct Marketing program--both on- and off-line. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, Geller explains how to create profitable direct mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and more. Plus, she shows how all of these strategies can be applied to Internet direct marketing, including loyalty programs, online catalogues, fulfilment and customer service, and more. With scores of up-to-date examples drawn from companies large and small, including Ford Motor Company, American Express, and 1-800-Flowers, plus an updated glossary and resource guide, this Revised Edition of Response will be the authoritative source for Direct Marketing strategies and techniques.
Inside This Book
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First Sentence
There I was, a single mother, raising a young son. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index
There I was, a single mother, raising a young son. Read the first page
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Customer Reviews
Most Helpful Customer Reviews
1 of 1 people found the following review helpful
Format:Hardcover
After having scoured the shelves of my local library for a decent book on Direct Marketing, I found one in Response! A great read. It's like having an advertising professional guiding you and your business.
1 of 2 people found the following review helpful
Format:Hardcover
I am amazed at how thorough this book was! The best investment I ever made was buying this book. It takes you through all the components of a successful direct marketing campaign. Wonderful! Case studies are very helpful.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
10 reviews
10 of 11 people found the following review helpful
Very basic, but good information
27 Dec 2002
Format:Hardcover
If you have NO direct marketing experience at all, this is a good place to start. It covers all the bases. From list generation and offer development to postal standards.
However, if you do have some experience and are looking to increase your knowledge, there are other sources I would encourage you to check out instead.
5 of 8 people found the following review helpful
Great direct marketing book - especially for small business
27 Aug 2000
Format:Hardcover
This is a great book on direct marketing. I think its directed more at small business owners than big corp. The focus is mainly on direct mail. But it also has a chapter about loyalty programs, campaign planning, customer relationship marketing and international direct marketing. All of these topics provoked me to get me a book on only realtionship marketing and loyalty programs. The makes it clear what you should consider when doing direct marketing.
5 of 8 people found the following review helpful
The best book on Direct Marketing by far.
10 Feb 1999
Format:Hardcover
After having scoured the shelves of my local library for a decent book on Direct Marketing, I found one in Response! A great read. It's like having an advertising professional guiding you and your business.
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