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Desktop Direct Marketing: How to Use Up-to-the-Minute Technologies to Find and Reach New Customers
     

Desktop Direct Marketing: How to Use Up-to-the-Minute Technologies to Find and Reach New Customers

by Sunny Baker, Kim Baker
 
Everyone knows direct marketing's vast capacity for expanding customer bases and increasing sales. But for many businesses,the costs of implementing traditional means of direct marketing are prohibitive-and the return on investment takes too long to materialize. Now savvy marketers can take full advantage of direct marketing's potential,in a fraction of the time and

Overview

Everyone knows direct marketing's vast capacity for expanding customer bases and increasing sales. But for many businesses,the costs of implementing traditional means of direct marketing are prohibitive-and the return on investment takes too long to materialize. Now savvy marketers can take full advantage of direct marketing's potential,in a fraction of the time and at a much lower cost. This book explains and evaluates new technologies for creating and disseminating direct marketing-starting with no more than a personal computer-including the latest software,on-line services,databases,electronic advertising,and more. Packed with examples and checklists that help the marketer choose and use the right technologies,this one-stop gold mine of tips and techniques also features an appendix of sources and a glossary of direct marketing terms.

Editorial Reviews

Barbara Jacobs
The authors, former Silicon Valley-ites, are absolutely dead-on in recommending (and, yes, even insisting) that computer ways and means be applied to direct marketing--through telephones, lists, graphic design, research, videos, and more. The novice will find practical guidelines for buying equipment and mapping out a customer acquisition or retention campaign. An excellent guide to navigating the information superhighway for profitable purposes.

Product Details

ISBN-13:
9780070041950
Publisher:
McGraw-Hill Companies, The
Publication date:
10/10/1994
Pages:
416
Product dimensions:
6.32(w) x 9.29(h) x 1.35(d)

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