Response!: The Complete Guide to Profitable Direct Marketing.

Response!: The Complete Guide to Profitable Direct Marketing.

by Lois K. Geller
     
 

In Response!, Lois K. Geller, a leading expert in Direct Marketing offers all marketers, whether they work for small companies or large corporations, a strategy for creating and sustaining a profitable Direct Marketing program. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas,… See more details below

Overview

In Response!, Lois K. Geller, a leading expert in Direct Marketing offers all marketers, whether they work for small companies or large corporations, a strategy for creating and sustaining a profitable Direct Marketing program. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, Geller explains how to create profitable direct mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and Internet campaigns. With scores of examples drawn from Ford Motor Company, Mercury Records, J. Peterman, American Express, 1-800-Flowers, and other companies, Response! is the authoritative source for Direct Marketing strategies and techniques.

Product Details

ISBN-13:
9780684827414
Publisher:
Free Press
Publication date:
10/28/1996
Pages:
384
Product dimensions:
6.42(w) x 9.59(h) x 1.22(d)

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