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Product Description
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.
From the Author
Direct marketing bible that will help build business for you
I've spent over 25 years selling products and services through direct marketing. At first I was in publishing (Random House and Meredith Corp.,Hearst) selling books solo and through book clubs. Then I joined a direct marketing agency, became Pres. of several (including J.Walter Thompson Direct, Can.)and have always loved teaching this subject. I do that on Tuesday night at New York University. It is there that I realized that I needed a book that could teach the whole process. I wanted one that would be interesting, have case studies and help small and large companies do it right. There wasn't one. So, I wrote it! It is easy to read and understand. Let me hear from you. --This text refers to an out of print or unavailable edition of this title.
I've spent over 25 years selling products and services through direct marketing. At first I was in publishing (Random House and Meredith Corp.,Hearst) selling books solo and through book clubs. Then I joined a direct marketing agency, became Pres. of several (including J.Walter Thompson Direct, Can.)and have always loved teaching this subject. I do that on Tuesday night at New York University. It is there that I realized that I needed a book that could teach the whole process. I wanted one that would be interesting, have case studies and help small and large companies do it right. There wasn't one. So, I wrote it! It is easy to read and understand. Let me hear from you. --This text refers to an out of print or unavailable edition of this title.
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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Front Cover | Copyright | Table of Contents | Excerpt | Index
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60% buy the item featured on this page: Response: The Complete Guide to Profitable Direct Marketing £19.00 |
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