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From the Publisher"Response is a great practical guide for marketers and it's a key tool for us. I consider it to be the cornerstone of the group's Direct Marketing training." —Liz Bieler, Director Insurance Services American Express Company
"Lois Geller's direct marketing genius has been winning customers (and awards) for me for years Now she has a true winner for herself. Lois' book is destined to be on the bestseller list for a long time."—Anne McCall Simms, General Manager Fairmont Spas Inc.
"Response is a terrific resource to have in one's personal or professional library. It is filled with practical examples, valuable tools and insightful tips. It serves as a step-by-step guide to delivering successful direct marketing programs time after time after time. Whether it is used for professional enrichment or educational enlightenment, the reader will not be disappointed. It is an excellent book and I would recommend it for anyone doing a direct marketing program!" —Renée L. Harris, Director, New York University Marketing and Management Institute Center for Direct and Interactive Marketing
"The practical approach and real-life examples in Response provide an invaluable foundation in direct marketing. Lois is a master teacher whose enthusiasm shines through on every page. I continue to reach for Response both for inspiration, and to ensure my own work is on target." —Daniel Coyne, Marketing Manager, Special Projects, Direct Marketing Association, Inc.
"What's so unique about Response is that it brings direct marketing to life—it offers insider information and only could have been written by someone who has tremendous knowledge and depth of experience. Lois has done a superb job!" —Murray Miller, Senior Advisor to the President and COO, American Express Company