Response: The Complete Guide to Profitable Direct Marketing

Hardcover | November 15, 2002

byLois K. GellerForeword bySeth Godin

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Marketing experts know that Direct Marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right way, always profitable. Lois K. Geller, a leading Direct Marketing expert, updates her classic book to include the latest tips and techniques, plus expanded coverage of Direct Marketing in the age of the Internet. The new Revised Edition of Response offers all marketers, in any size company, a strategy for creatingand sustaining a profitable Direct Marketing program--both on- and off-line. 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 directmail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and more. Plus, she shows how all of these strategies can be applied to Internet direct marketing, including loyalty programs, online catalogs, fulfillment and customer service, and more. With scores of up-to-date examples drawn from companies large and small, including Ford Motor Company, American Express, and 1-800-Flowers, plus an updated glossary and resource guide, this Revised Edition of Response will be the authoritative source for Direct Marketing strategies andtechniques.

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From the Publisher

Marketing experts know that Direct Marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right way, always profitable. Lois K. Geller, a leading Direct Marketing expert, updates her classic book to include the latest tips and tech...

Lois K. Geller is president of Mason and Geller Direct Marketing in New York City and counts leading corporations, small businesses, and entrepreneurs from around the world among her clients. She teaches Direct Marketing at New York University and is the winner of a gold ECHO Award, eight Andy Awards, and several gold CDMA RSVP Award...
Format:HardcoverPublished:November 15, 2002Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0195158695

ISBN - 13:9780195158694

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"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