While direct marketing is known to have a vast capacity for expanding customer bases and increasing sales, traditional direct marketing techniques are too costly for many small businesses to use effectively. Packed with examples and checklists, this book explains and evaluates new technologies for creating and disseminating direct marketing--starting with no more than a personal computer--including the latest software, on-line services, databases, electronic advertising, and more. Appendix. Glossary.
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While direct marketing is known to have a vast capacity for expanding customer bases and increasing sales, traditional direct marketing techniques are too costly for many small businesses to use effectively. Packed with examples and checklists, this book explains and evaluates new technologies for creating and disseminating direct marketing--starting with no more than a personal computer--including the latest software, on-line services, databases, electronic advertising, and more. Appendix. Glossary.
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