| Description |
xxxii, 600 pages : illustrations ; 24 cm |
| Contents |
Ch. 1. Introduction -- Ch. 2. Strategic Planning -- Ch. 3. The Marketing Plan -- Ch. 4. Research -- Ch. 5. Testing -- Ch. 6. The Proposition -- Ch. 7. "Back-End" Marketing -- Ch. 8. Mail Order Math -- Ch. 9. Creative Tactics -- Ch. 10. Copywriting -- Ch. 11. Art Direction -- Ch. 12. Direct Mail Formats -- Ch. 13. Production Planning -- Ch. 14. Mailing Lists -- Ch. 15. Print Media -- Ch. 16. Broadcast Media -- Ch. 17. Broadcast Creative -- Ch. 18. Telemarketing -- Ch. 19. Fulfillment -- Ch. 20. Database Marketing -- Ch. 21. Internet Marketing -- Ch. 22. Going Global |
| Summary |
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 |
| Notes |
Includes index |
| Subject |
Direct marketing.
|
| LC no. |
99054038 |
| ISBN |
0071352872 |
|
