Response: The Complete Guide to Profitable Direct Marketing (Revised)

By Lois K Geller
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 creating and 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 direct mail 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 and techniques.

"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!" --Renee 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 superbjob!" --Murray Miller, Senior Advisor to the President and COO, American Express Company



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About the Hardcover

Publisher Oxford University Press, USA
Publish date 11/01/2002
Pages 384
ISBN-13 9780195158694
ISBN-10 0195158695
Language English