Direct Marketing Success Stories

Overview

Building a successful direct marketing business takes more than luck and creativity - it requires the type of insight and leadership skills that can only be learned through decades of real-world experience. Here, in a single volume, you have at your fingertips the wisdom of the world's leading direct marketing companies. Their stories will do more than inform less-seasoned direct marketing professionals - they will inspire you to lead your company to unprecedented growth - and ...
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Overview

Building a successful direct marketing business takes more than luck and creativity - it requires the type of insight and leadership skills that can only be learned through decades of real-world experience. Here, in a single volume, you have at your fingertips the wisdom of the world's leading direct marketing companies. Their stories will do more than inform less-seasoned direct marketing professionals - they will inspire you to lead your company to unprecedented growth - and profits.
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Product Details

  • ISBN-13: 9780844236650
  • Publisher: NTC Publishing Group
  • Publication date: 7/28/1995
  • Edition number: 1
  • Pages: 256
  • Product dimensions: 7.55 (w) x 9.59 (h) x 0.97 (d)

Table of Contents

Foreword
Preface
Ch. 1 Strategies and Direct Marketing 1
Ch. 2 From Mass to Class: The Spiegel Story 11
Ch. 3 Strategies That Made Us Successful: Stone & Adler 27
Ch. 4 What's This Big "R" Doing in My Revolution?: Leo Burnett Company 47
Ch. 5 The Art of Bringing Professionalism to List Brokerage: The Kleid Company 73
Ch. 6 How a Family Business Grew to Annual Sales of $100.4 Million: Current/Looart Press 89
Ch. 7 Tom Nickel and Friends from Day One: Baldwin Cooke Company 109
Ch. 8 The "Overnight" Success: Quill 123
Ch. 9 Converting Conviction to Cash: National Demographics & Lifestyles 141
Ch. 10 The Ultimate American Success Story: Lillian Vernon 163
Ch. 11 Love, Guilt, and Christmas: Helzberg Diamonds 179
Ch. 12 A Funny Thing Happened on the Way to the Mimeograph Machine: Raphel Marketing 197
Ch. 13 How a Family-Owned Business Became a Big-Time Publisher: Rodale Press 221
Ch. 14 Twenty-Five-Years of Growth: Direct Marketing Association 241
Afterword 265
About the Author 269
About the Contributors 271
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