Response: The Complete Guide to Profitable Direct Marketing [Hardcover]

Lois K. Geller (Author)

Book Description

Publication Date: November 1, 2002

Marketing experts know that Direct Marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right way, always profitable.
Lois K. Geller, a leading Direct Marketing expert, updates her classic book to include the latest tips and techniques, plus expanded coverage of Direct Marketing in the age of the Internet. The new Revised Edition of Response offers all marketers, in any size company, a strategy for creating and sustaining a profitable Direct Marketing program--both on- and off-line. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, Geller explains how to create profitable direct mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and more. Plus, she shows how all of these strategies can be applied to Internet direct marketing, including loyalty programs, online catalogs, fulfillment and customer service, and more.
With scores of up-to-date examples drawn from companies large and small, including Ford Motor Company, American Express, and 1-800-Flowers, plus an updated glossary and resource guide, this Revised Edition of Response will be the authoritative source for Direct Marketing strategies and techniques.

Editorial Reviews

Review

"Response is a great practical guide for marketers and it's a key tool for us. I consider it to be the cornerstone of the group's Direct Marketing training." --Liz Bieler, Director Insurance Services American Express Company

"Lois Geller's direct marketing genius has been winning customers (and awards) for me for years Now she has a true winner for herself. Lois' book is destined to be on the bestseller list for a long time."--Anne McCall Simms, General Manager Fairmont Spas Inc.

"Response is a terrific resource to have in one's personal or professional library. It is filled with practical examples, valuable tools and insightful tips. It serves as a step-by-step guide to delivering successful direct marketing programs time after time after time. Whether it is used for professional enrichment or educational enlightenment, the reader will not be disappointed. It is an excellent book and I would recommend it for anyone doing a direct marketing program!" --Ren�e L. Harris, Director, New York University Marketing and Management Institute Center for Direct and Interactive Marketing

"The practical approach and real-life examples in Response provide an invaluable foundation in direct marketing. Lois is a master teacher whose enthusiasm shines through on every page. I continue to reach for Response both for inspiration, and to ensure my own work is on target." --Daniel Coyne, Marketing Manager, Special Projects, Direct Marketing Association, Inc.

"What's so unique about Response is that it brings direct marketing to life--it offers insider information and only could have been written by someone who has tremendous knowledge and depth of experience. Lois has done a superb job!" --Murray Miller, Senior Advisor to the President and COO, American Express Company

About the Author

Lois K. Geller is president of Mason & Geller Direct Marketing in New York City and counts leading corporations, small businesses, and entrepreneurs from around the world among her clients. She teaches Direct Marketing at New York University and is the winner of a gold ECHO Award, eight Andy Awards, and several gold CDMA RSVP Awards.
Seth Godin is author of Permission Marketing and Unleashing the Idea Virus.

See all Editorial Reviews

Product Details

• Hardcover: 384 pages
• Publisher: Oxford University Press, USA; Rev Exp Su edition (November 1, 2002)
• Language: English
• ISBN-10: 0195158695
• ISBN-13: 978-0195158694
• Product Dimensions: 9.3 x 6.4 x 1.3 inches
• Shipping Weight: 1.6 pounds (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (10 customer reviews)
• Amazon Best Sellers Rank: #1,537,734 in Books (See Top 100 in Books)

More About the Author

Lois K. Geller might never have written a marketing book. She did it for her mother.
Her Mom sent her a pink spiral bound notebook on her birthday one year, and on the cover it read: Direct Marketing By Lois K. Geller. The first page (written in her Mom's hand) were the words, "Isn't it time?"So, obediently she sat down and outlined a book based on her years of experience in the field of direct marketing, working for magazines, and book publishers.
The outline was great. She looked up literary agents and found one: Jeff Herman. He answered her call and soon was auctioning the book to five publishers interested in it.The Free Press Divison of Simon and Schuster bought the book, and sold the foreign rights to 6 different countries that also published it.
The best part of Response! The Complete Guide To Profitable Direct Marketing is that Lois wrote the book based on the course she taught for many years at New York University. It also features the cases she shows in class and photographs of the direct mail, the ads, the websites.
After that wonderful success, and having a book signing at Barnes & Noble stores on Fifth Avenue in New York...she started teaching in many venues around the world.
Lois has continued to write books, and run her agency, the Lois Geller Marketing Group.
She's written, Customers For Keeps, Direct Marketing Techniques and most recently, Sold! Direct Marketing for the Real Estate Pro. She's currently working on a book about Social Media Marketing, her latest passion.
And, it all started with a pink spiral notebook from her Mom.

Customer Reviews

Most Helpful Customer Reviews

10 of 11 people found the following review helpful:

3.0 out of 5 stars Very basic, but good information, December 27, 2002

By 

Jay Friedman (Dallas, TX United States) - See all my reviews
(REAL NAME)   

This review is from: Response: The Complete Guide to Profitable Direct Marketing (Hardcover)

If you have NO direct marketing experience at all, this is a good place to start. It covers all the bases. From list generation and offer development to postal standards.

However, if you do have some experience and are looking to increase your knowledge, there are other sources I would encourage you to check out instead.

5 of 8 people found the following review helpful:

5.0 out of 5 stars Great direct marketing book - especially for small business, August 27, 2000

By 

A. Kallmeyer "Heilpraktiker" (Hannover) - See all my reviews
(REAL NAME)   

This review is from: Response (Hardcover)

This is a great book on direct marketing. I think its directed more at small business owners than big corp. The focus is mainly on direct mail. But it also has a chapter about loyalty programs, campaign planning, customer relationship marketing and international direct marketing. All of these topics provoked me to get me a book on only realtionship marketing and loyalty programs. The makes it clear what you should consider when doing direct marketing.

5 of 8 people found the following review helpful:

5.0 out of 5 stars The best book on Direct Marketing by far., February 9, 1999

By A Customer

This review is from: Response (Hardcover)

After having scoured the shelves of my local library for a decent book on Direct Marketing, I found one in Response! A great read. It's like having an advertising professional guiding you and your business.