Direct Marketing: Strategy, Planning, Execution / Edition 4

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Overview

'Practical know-how...' 'Somehow Ed Nash has managed to stay in the forefront of Direct Marketing developments. Given the magnitude of recent changes, that's not easy! This worthwhile book is up-to-date and readable as well. It remains an excellent source of practical know-how.' - H. Robert Wientzen, President, Direct Marketing Association.

'Incredible value...' "A broad-ranging book of incredible value...Ed Nash knows his stuff! He has proven himself the undisputed king of direct marketing. This is the most comprehensive work in direct marketing area of which I am aware.' - G.G. Carey, VP Advertising and Marketing Services, Procter and Gamble.

'Indispensable...' "Along with the emergence of Direct Marketing as a major force in our economy has come an army of specialists. But the great generalists who were present at the creation of modern direct marketing, those who lived through it all, understood it all, and played many roles in its development, are few and far between. Ed Nash is one of that rare breed, and the only one to have written so completely and brilliantly about every aspect of this important marketing discipline.' - Thomas L. Collins, coauthor of MaxiMarketing, cofounder of Rapp & Collins agency.

'Stop to read it...' 'We're all running pretty fast, but we should stop to read this book. I share Ed Nash's passion for the business. After being in general advertising for more than 20 years, Ed Nash and his book influenced my decision to leave general for DM. Every client and agency person today needs to know this side of the industry.' - Mike Becker. Chief Creative Officer, Wunderman Cato Johnson.

'Points the way...' "The Mary Kay 'direct support' program integrates personal selling with direct marketing and now has more than 20 million names in its database. Ed Nash was there to help start this innovative program. His updated Direct Marketing points the way to the programs of the future.' - Richard C. Bartlett, Vice Chairman, Mary Kay, author of The Direct Option.

'Easy to understand...' 'Once again Ed Nash takes all the complex elements of direct marketing and brings them together in one easy-to-understand book. It's all here - the lessons of the past and the newest breakthroughs, the creative arts and the analytical sciences, the fundamental of mail order and the subleties of database systems. It's the book I give to staff members who want to move up or to friends who want to enter this exciting field.' - Martin Edelston, Chairman, Boardman, Inc.

'For neophytes & pros...' "This book is a 'must read,' not only for the neophyte who needs to know where direct marketing is now but also for the pro who needs to know what's ahead as our industry embarks on the superhighway.' - Lee Epstein, President, Mailman, Inc.

'A must-read...' "A must-read for anyone interested in improving the performance of direct marketing programs. Covering essentials of both strategy and implementation, it is a primary and advanced text on how to do direct marketing right!' - Kevin J. Clancy, Ph.D.Chairman, Copernicus Strategy Group, Professor of Marketing, Boston, University.

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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: 557,462
  • 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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