In direct marketing, you don’t have to spend big to make a big impact. This updated, new edition of direct marketing whiz Mark Bacon’s acclaimed nuts-and-bolts guide gives you surefire do-it-yourself methods for waging sophisticated, high-power direct marketing campaigns—at a fraction of what it costs the big guys. Thoroughly revised and expanded, this indispensable Second Edition covers all the essentials for success, including:
- The Internet as a direct marketing channel—from setting up Web pages to the latest, cutting-edge technological advances
- New information on reaching specific target groups
- How to use all types of direct marketing media—mail order, telemarketing, radio/TV, newsletters, end print ads
- Dealing with the postal service
- Insider money- and time-saving tips
- Dozens of examples of complete, "combat-tested" direct marketing packages, letters, forms, and checklists
- Strategies for identifying market niches, tracking responses, creating a direct-mail database, and much more
