Direct Marketing: Strategy, Planning, Execution / Edition 4

Hardcover (Print)
Used and New from Other Sellers
Used and New from Other Sellers
from $1.99
Usually ships in 1-2 business days
(Save 97%)
Other sellers (Hardcover)
  • All (21) from $1.99   
  • New (8) from $17.84   
  • Used (13) from $1.99   


The "master strategist of direct marketing" has enhanced his classic reference with a wealth of proven direct mail strategies for the
Internet age. This eagerly awaited edition adds in-depth information on profitable use of the Web for direct response sales, as well as increased coverage of alternative media, infomercials, telemarketing,
and database marketing.
Read More Show Less

Editorial Reviews

A text covering the basics, such as strategic planning, mailing lists, and print media planning, as well as the latest technological tools. This third edition includes information on database marketing, infomercials, and computer- and video-based interactive marketing. Annotation c. Book News, Inc., Portland, OR (
Read More Show Less

Product Details

  • ISBN-13: 9780071352871
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 1/21/2000
  • Edition description: REV
  • Edition number: 4
  • Pages: 600
  • Product dimensions: 6.40 (w) x 9.40 (h) x 1.50 (d)

Meet the Author

Edward L. Nash heads up Team Nash Inc., direct marketing consulting and creative firm based in New York City handling Internet, direct marketing and database clients in the U.S. and five other countries. He also teaches direct marketing at New York University and Virginia Commonwealth University. Prior to forming Team Nash, he was Executive Vice President of Bozell Worldwide, Inc., where he oversaw the strategic development of U.S. global direct marketing programs.

Ed began his career as a copywriter and has been marketing Vice President for LaSalle Extension University, President of Capitol Record Club, Executive Vice President of Rapp Collins, and President/CEO of BBDO Direct, which he founded and ran for five years. He is the author of Database Marketing: The Ultimate Selling Tool and editor-in-chief of The Direct Marketing Handbook, both published by McGraw-Hill.

Read More Show Less

Table of Contents

Preface to the First Edition
Preface to the Second Edition
Preface to the Third Edition
Preface to the Fourth Edition
Statements of Appreciation
Ch. 1 Introduction 1
Ch. 2 Strategic Planning 18
Ch. 3 The Marketing Plan 44
Ch. 4 Research 70
Ch. 5 Testing 94
Ch. 6 The Proposition 133
Ch. 7 "Back-End" Marketing 157
Ch. 8 Mail Order Math 178
Ch. 9 Creative Tactics 202
Ch. 10 Copywriting 236
Ch. 11 Art Direction 259
Ch. 12 Direct Mail Formats 285
Ch. 13 Production Planning 314
Ch. 14 Mailing Lists 337
Ch. 15 Print Media 380
Ch. 16 Broadcast Media 410
Ch. 17 Broadcast Creative 435
Ch. 18 Telemarketing 462
Ch. 19 Fulfillment 481
Ch. 20 Database Marketing 502
Ch. 21 Internet Marketing 526
Ch. 22 Going Global 567
Index 584
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)