For people who are thinking of starting a mail order business, or those involved in or planning to get into the direct marketing industry, this nuts-and-bolts guide explains the ``how'' and the ``why'' of the concepts and the techniques that make direct marketing work. Direct Marketing Success shows why list selection is crucial, and then shows how to do it, how direct mail can dramatically increase sales force efficiency, and how to create winning packages. Written the Direct Marketing Association's ``Man of the Year'' for 1985, and AdWeek's direct marketing columnist.
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Book Description
Editorial Reviews
From the Publisher
For people who are thinking of starting a mail order business, or those involved in or planning to get into the direct marketing industry, this nuts-and-bolts guide explains the ``how'' and the ``why'' of the concepts and the techniques that make direct marketing work. Direct Marketing Success shows why list selection is crucial, and then shows how to do it, how direct mail can dramatically increase sales force efficiency, and how to create winning packages. Written the Direct Marketing Association's ``Man of the Year'' for 1985, and AdWeek's direct marketing columnist.
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Most Helpful Customer Reviews
2 of 2 people found the following review helpful:
4.0 out of 5 stars
Informative manual for expanding sales efforts,
By A Customer
This review is from: Direct Marketing Success: What Works and Why (Paperback)
I was looking for a manual or book to help me in preparing a mail offer to the public power market. Mr. Gosden's prose were very readable and very helpful. The only shortcoming of this book, that I have used for over six years, is that it is sometimes too broad in scope for my application. In general, it is an excellent 'how-to' for beginners.
As an after thought; the author's name is Freeman Gosden,Jr., not Gosden Freeman
4.0 out of 5 stars
First-time Direct Market Book,
By Chad Russell Buckendahl "Chad Buckendahl" (Thornton, CO United States) - See all my reviews (REAL NAME)
This review is from: Direct Marketing Success: What Works and Why (Paperback)
The principles written in Direct Marketing Success are tried and true. This book should be in every direct marketer's library or close to his/her desk. The 40/40/20 rule is one that I learned about by reading this book and know it now to be absolutely true. I would have liked more specific detail on testing and obviously predates the Internet, so a new version is needed. If I could only keep 10 books, this book would be one of them.
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Inside This Book
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First Sentence:
This book should have been written 20 years ago. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
small space ads, mail principles, lift letters, business mail, mailing package, consumer mail, business reply card, conventional advertising, telephone marketing, one mailing, space advertising, general advertising, targeted media, direct mail Key Phrases - Capitalized Phrases (CAPs): (learn more)
Third Class, First Class, Early American, Yellow Pages, New York, United States, Southern California New!
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Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
This book should have been written 20 years ago. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
small space ads, mail principles, lift letters, business mail, mailing package, consumer mail, business reply card, conventional advertising, telephone marketing, one mailing, space advertising, general advertising, targeted media, direct mail Key Phrases - Capitalized Phrases (CAPs): (learn more)
Third Class, First Class, Early American, Yellow Pages, New York, United States, Southern California New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
6
books
cite this book:
See all 6 books citing this book
- How to Farm Successfully--By Mail by Deborah Johnson on page 10, and page 303
- Ultimate Guide to Direct Marketing by Al Lautenslager in Back Matter
- Engineering Your Start-Up: A Guide for the High-Tech Entrepreneur (2nd Edition) by James A. Swanson in Back Matter
- Guerrilla Marketing Attack by Jay Conrad Levinson President in Back Matter
- Real Estate Rainmaker: Successful Strategies for Real Estate Marketing by Dan Gooder Richard on page 295
See all 6 books citing this book
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