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

Overview

Responsive, profitable direct marketing (DM) programs can now be managed from concept to fulfillment by anyone with an appropriately equipped personal computer! If you haven't added desktop power to your DM arsenal yet, the time to act is now - because your competition is gaining on you. And the place to find expert guidance is here, in the first book that propels DM into the desktop age. Desktop Direct Marketing is your complete road map to this revolutionary new approach. Written by direct marketers for direct ...
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Overview

Responsive, profitable direct marketing (DM) programs can now be managed from concept to fulfillment by anyone with an appropriately equipped personal computer! If you haven't added desktop power to your DM arsenal yet, the time to act is now - because your competition is gaining on you. And the place to find expert guidance is here, in the first book that propels DM into the desktop age. Desktop Direct Marketing is your complete road map to this revolutionary new approach. Written by direct marketers for direct marketers, it leads you step by step through the applicable technologies and their uses in DM programs of all sizes. Whether your current efforts emanate from a corporate mainframe or a single-user 386 - and no matter if your yearly mailings number in the thousands or millions - you'll learn how to enhance your DM strength through a rich and growing array of new techniques. With a wealth of photos, illustrations, case studies, and how-to savvy, the authors cover everything needed to maximize desktop direct-response success:. Tools that put you in the fast lane. What computer configurations are best suited for DM purposes? When should you invest in new systems, and when can you get away with upgrades? Which peripheral devices do you need? How about software? Using brand names, the Bakers evaluate and explain the dizzying array of choices - and help you assess your own needs. (This "consumer's guide" aspect of Desktop Direct Marketing is worth the price of the book alone!). Technologies you can't afford to overlook. Online services. Databases. Electronic mail systems and bulletin boards. Desktop publishing. Multimedia presentations. By learning to identify the DM potential in each, you'll save time and money on mailings, information searches, market tests, media placement, and other key areas (even telemarketing). There's even a resource guide that helps you locate and sort through these technologies "at a glance." The bottom-line benefits? Reduced time t

While direct marketing is known to have a vast capacity for expanding customer bases and increasing sales, traditional direct marketing techniques are too costly for many small businesses to use effectively. Packed with examples and checklists, 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. Appendix. Glossary.

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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.
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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)

Table of Contents

Acknowledgments
Introduction: This Book Will Revolutionize Your Direct Marketing Programs
1 Direct Marketing and Desktop Tools: An Overview 1
2 Choosing a Direct Marketing Computer 23
3 More Equipment and Devices for Your Desktop Marketing System 57
4 Direct Marketing Software Tools 85
5 Data and Research Tools for Desktop Direct Marketing 117
6 The Online World of Direct Marketing Opportunities 151
7 Desktop Advertising and Media Placement 159
8 Direct Mail from the Desktop 171
9 Desktop Publishing - How to Produce Promotional Materials and Catalogs from the Desktop 203
10 Desktop Direct Telemarketing 231
11 The Future of Desktop Direct Marketing 255
Resources for Desktop Direct Marketing 263
Glossary 361
Index 387
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