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Response: The Complete Guide to Profitable Direct Marketing Hardcover – November 1, 2002


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Product Details

  • Hardcover: 384 pages
  • Publisher: Oxford University Press; Rev Exp Su edition (November 1, 2002)
  • Language: English
  • ISBN-10: 0195158695
  • ISBN-13: 978-0195158694
  • Product Dimensions: 1.2 x 6.1 x 9.5 inches
  • Shipping Weight: 1.6 pounds (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Best Sellers Rank: #1,488,254 in Books (See Top 100 in Books)

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!" --Renée 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.

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

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Most Helpful Customer Reviews

10 of 11 people found the following review helpful By Jay Friedman on December 27, 2002
Format: 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.
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2 of 6 people found the following review helpful By M. Taubleb on September 17, 2002
Format: Hardcover
This book is so packed with practical guidance you can use immediately, I didn't even know where to start. I've worked for large companies and as an entrepreneur, and Lois's ideas on the value of relationship marketing are right-on. Unlike more "academic" authors I've read, she has many years of real-life business experience, so she knows the challenges we all face. The writing style is highly engaging - I finished it in a few days. I would heartily recommend this book to anyone whose livelihood depends on direct marketing, no matter how much you think you know...
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3 of 9 people found the following review helpful By Monica Main on February 25, 2006
Format: Hardcover Verified Purchase
I've been in the direct marketing business for 13 years and I was looking for this book to at least match what I knew. I was very disappointed and felt that I was ripped off. This woman didn't know what she was talking about. The book is written in a non-user friendly fashion, almost like a college textbook. Half the time I didn't even know what she was talking about, and I've been in the business for quite awhile.

She doesn't give examples of copy or anything else that could have been useful to exemplify a direct response test.

Here's the deal: If you are serious about making money in mail order or direct response, don't get any of these waste-of-time books that "claim" to show you the business. The ONLY book that I've ever read that can (almost) exactly mirror exactly what I do for my $7-million per year business is a book by Vincent James called The 12-Month Millionaire which you can get on eBay (or type in on a search engine) since it's not a regular published book. The only thing I wouldn't follow in that book is the low priced items he recommends selling like wrinkle creams and weight loss pills (stick with information courses of $199+ with mail order as a RULE, ALWAYS). Lower end products of $99 or less will cause you to lose money in mail order EVERY TIME!!

Good luck!
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1 of 6 people found the following review helpful By A Customer on September 30, 2002
Format: Hardcover
Want to learn from the best? Than read this book. No academic mumbo jumbo. The author gives actual strategies used by real clients to make their businesses succeed and thrive. And in these rough economics times you need all the help you can get. Outstanding book and very highly recommended.
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0 of 7 people found the following review helpful By Andrea R. Nierenberg on November 7, 2002
Format: Hardcover
Lois is a master at taking a subject such as Direct Marketing and breaking it down so that anyone can pick it up--learn from her-implement and execute her ideas and suggestions--and become more successful!
She writes in such a way that you feel she is sitting with you every step of the way--helping you as you read each chapter. Her writing is fun, conversational and bottom line oriented in that the learning and knowledge is there for the taking.
I recommend this book to anyone with a thirst for knowledge. Lois is the master!
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