Direct Marketing: Strategy, Planning, Execution / Edition 4

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Overview

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.

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Editorial Reviews

Booknews
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 (booknews.com)
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Product Details

  • ISBN-13: 9780071352871
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 1/21/2000
  • Edition description: REV
  • Edition number: 4
  • Pages: 600
  • Sales rank: 1,255,810
  • 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.

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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
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