Direct Marketing: Strategy, Planning, Execution [Hardcover]

Edward L. Nash (Author)

Book Description

Publication Date: August 1994

This step-by-step book explains everything you need to succeed in every aspect of DM - from writing a basic marketing plan to writing direct mail copy, from planning an offer to planning a layout, from designing the product to evaluating the bottom-line results. You'll discover new analytical methods for forecasting and list selection, as well as expert guidance on using and budgeting for DM as part of an overall advertising mix. Direct marketing has earned its place in the forefront of advertising and distribution. Use it and grow with it! All the guidance you need is here in Direct Marketing. To reap the full profit potential of direct marketing, advertisers must keep on top of the latest changes in this fast-moving field without losing sight of the basics. Ed Nash's classic Direct Marketing shows how to do it all, do it well, and do it profitably. Thoroughly revised and updated, this renowned guide to the art and science of direct marketing now includes in-depth information on database marketing - the key to new applications in packaged goods, automotive, and all "general" advertising. DM guru Nash also puts advertisers into the fast lane of the emerging information superhighway with his thorough coverage of computer- and video-based interactive marketing. And if you're considering infomercials, you'll learn all about producing, testing, and fulfilling orders through this specialized media format.

Editorial Reviews

From the Back Cover

'Practical know-how...' 'Somehow Ed Nash has managed to stay in the forefront of Direct Marketing developments. Given the magnitude of recent changes, that's not easy! This worthwhile book is up-to-date and readable as well. It remains an excellent source of practical know-how.' - H. Robert Wientzen, President, Direct Marketing Association. 'Incredible value...' "A broad-ranging book of incredible value...Ed Nash knows his stuff! He has proven himself the undisputed king of direct marketing. This is the most comprehensive work in direct marketing area of which I am aware.' - G.G. Carey, VP Advertising and Marketing Services, Procter and Gamble. 'Indispensable...' "Along with the emergence of Direct Marketing as a major force in our economy has come an army of specialists. But the great generalists who were present at the creation of modern direct marketing, those who lived through it all, understood it all, and played many roles in its development, are few and far between. Ed Nash is one of that rare breed, and the only one to have written so completely and brilliantly about every aspect of this important marketing discipline.' - Thomas L. Collins, coauthor of MaxiMarketing, cofounder of Rapp & Collins agency. 'Stop to read it...' 'We're all running pretty fast, but we should stop to read this book. I share Ed Nash's passion for the business. After being in general advertising for more than 20 years, Ed Nash and his book influenced my decision to leave general for DM. Every client and agency person today needs to know this side of the industry.' - Mike Becker. Chief Creative Officer, Wunderman Cato Johnson. 'Points the way...' "The Mary Kay 'direct support' program integrates personal selling with direct marketing and now has more than 20 million names in its database. Ed Nash was there to help start this innovative program. His updated Direct Marketing points the way to the programs of the future.' - Richard C. Bartlett, Vice Chairman, Mary Kay, author of The Direct Option. 'Easy to understand...' 'Once again Ed Nash takes all the complex elements of direct marketing and brings them together in one easy-to-understand book. It's all here - the lessons of the past and the newest breakthroughs, the creative arts and the analytical sciences, the fundamental of mail order and the subleties of database systems. It's the book I give to staff members who want to move up or to friends who want to enter this exciting field.' - Martin Edelston, Chairman, Boardman, Inc. 'For neophytes & pros...' "This book is a 'must read,' not only for the neophyte who needs to know where direct marketing is now but also for the pro who needs to know what's ahead as our industry embarks on the superhighway.' - Lee Epstein, President, Mailman, Inc. 'A must-read...' "A must-read for anyone interested in improving the performance of direct marketing programs. Covering essentials of both strategy and implementation, it is a primary and advanced text on how to do direct marketing right!' - Kevin J. Clancy, Ph.D.Chairman, Copernicus Strategy Group, Professor of Marketing, Boston, University. --This text refers to an alternate Hardcover edition.

About the Author

Edward L. Nash heads up Team Nash Inc., direct marketing consulting and creative firm based in New York City handling Internet, direct marketing and database clients in the U.S. and five other countries. He also teaches direct marketing at New York University and Virginia Commonwealth University. Prior to forming Team Nash, he was Executive Vice President of Bozell Worldwide, Inc., where he oversaw the strategic development of U.S. global direct marketing programs. Ed began his career as a copywriter and has been marketing Vice President for LaSalle Extension University, President of Capitol Record Club, Executive Vice President of Rapp Collins, and President/CEO of BBDO Direct, which he founded and ran for five years. He is the author of Database Marketing: The Ultimate Selling Tool and editor-in-chief of The Direct Marketing Handbook, both published by McGraw-Hill. --This text refers to an alternate Hardcover edition.

Product Details

• Hardcover: 480 pages
• Publisher: Mcgraw-Hill; 3rd edition (August 1994)
• Language: English
• ISBN-10: 0070460329
• ISBN-13: 978-0070460324
• Product Dimensions: 9.3 x 6.4 x 1.6 inches
• Shipping Weight: 2.4 pounds
• Average Customer Review: 4.8 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Best Sellers Rank: #2,801,441 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

20 of 20 people found the following review helpful:

5.0 out of 5 stars A Must Read for Marketing Professionals, July 29, 2003

By 

R. Pinna "Rob Pinna" (http://www.coparentsonline.com) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: Direct Marketing: Strategy, Planning, Execution (Hardcover)

When I first ordered Direct Marketing it sat untouched on my desk for several weeks. At two inches thick (I measured it), I was dreading another boring tome that took a thousand words to say what could have been covered in ten. When I finally cracked the cover, I was pleasantly surprised.

Not only is Direct Marketing devoid of fluff, every word is packed with the insight of a gentleman who has obviously earned his knowledge from the school of hard knocks. As I continued to read the fourth edition of Direct Marketing I found that it is more than a book on direct mail, it's an essential read on marketing in general:

* Nash makes it easy to understand the importance and mechanics of marketing measurement and metrics.

* While emphasizing the accountability and predictability of direct marketing, Nash does not discount general marketing knowledge.

* Nash makes planning practical and concise. The chapter on marketing plans is the best coverage of the topic that I've seen.

* The Internet and other interactive vehicles are fully embraced.

In short, if you're a marketing professional, buy this book.

22 of 29 people found the following review helpful:

5.0 out of 5 stars Best Business Book, September 7, 1999

By A Customer

This review is from: Direct Marketing: Strategy, Planning, Execution (Hardcover)

Wonderful! Straight to the point. Packed with facts, not fluff. No pipe-dreams. Money making, practical, and thought provoking. There is so much information and advice here, it could have easily been three or four books. Well worth the full price -- a bargain on amazon. Buy it!

2 of 3 people found the following review helpful:

4.0 out of 5 stars my comments, December 19, 2008

By 

Sudeep Chatterjee "bookworm" (India) - See all my reviews
(REAL NAME)   

This review is from: Direct Marketing: Strategy, Planning, Execution (Hardcover)

A comprehensive book on direct marketing and offers insights into strategic directions.Perhaps some relevant cases could aid in the teaching process.The section on legal issues can be elaborated further as well as have a broad south Asian perspective to cover issues in the emerging economies.
Highly recommended for the students and practitioners of Direct Marketing.