This practical guide for direct marketing, particularly direct mail, surveys all aspects of the marketing process from creating an effective offer to computerizing the direct mail operation. It saves the marketer time and money by identifying sources for unusual premiums, suppliers of rare and unusual mailing lists, unique locations for trade shows, how to develop new and different campaign ideas, and much more. In addition the book covers almost every kind of tool needed to plan, implement, and carry out an efficient ...
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This practical guide for direct marketing, particularly direct mail, surveys all aspects of the marketing process from creating an effective offer to computerizing the direct mail operation. It saves the marketer time and money by identifying sources for unusual premiums, suppliers of rare and unusual mailing lists, unique locations for trade shows, how to develop new and different campaign ideas, and much more. In addition the book covers almost every kind of tool needed to plan, implement, and carry out an efficient direct mail marketing campaign, and provides examples, samples, worksheets, forms, planning guides, lists of sources and checklists to help the marketer understand and utilize the principles taught.
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