This guide gives users swifter access and wider coverage of the proven strategies, techniques, and insights of the field's leading lights: Jo-Von Tucker on catalogue marketing; Lee Epstein on postal regulation; Stan Fenvessey on fulfillment planning; and Joan Throckmorton on creative methods, to name just a few. "The Direct Marketing Handook" is a detailed treatment of every important DM process: planning, creative, media, budgeting, production, and final execution and applications. It reveals trade tricks such as devising marketing plans, mailing-list selection, fulfillment, choosing alternative media and response devices. And it explores a host of new topics, such as database compilation and applications, to see what works, what doesn't, and why in this field. Here is a hands-on desk reference that ad managers, marketing directors, product managers, and company executives can consult with confidence to solve problems and meet their objectives.
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1 of 1 people found the following review helpful:
5.0 out of 5 stars
Very informative, practical information-- not just theory.,
By A Customer
This review is from: The Direct Marketing Handbook (Hardcover)
A great book for people with some direct mail backgroud- its helps to have a basic understaning of the topics discussed before you jump into this book,Much of the information in the book won't be given to you by the "higher-ups" in your company. This is a encellent book if you want to get ahead in the profession
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