Direct Marketing Success: What Works and Why

For people who are thinking of starting a mail order business, or those involved in or planning to get into the direct marketing industry, this nuts–and–bolts guide explains the ``how′′ and the ``why′′ of the concepts and the techniques that make direct marketing work. Direct Marketing Success shows why list selection is crucial, and then shows how to do it, how direct mail can dramatically increase sales force efficiency, and how to create winning packages. Written the Direct Marketing Association′s ``Man of the Year′′ for 1985, and AdWeek′s direct marketing columnist.

Spis treści:
Understanding ``Why′′ is More Important than ``How To.′′ Basic Direct Mail Principles.
Why Direct Marketing is Growing.
The Why of Marketing.
Products and Services.
Audience.
Lead Generation and Dealer Support.
Telephone.
Creative.
Vendors.
Television.
Format.
Testing.
Editing.
Order Forms.
Advertisting Agencies.
Costs and Schedules.
Conclusion.
Index.