In "Response!" Lois K. Geller, a leading expert in Direct Marketing offers all marketers, whether they work for small companies or large corporations, a strategy for creating and sustaining a profitable Direct Marketing program. 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 Internet campaigns. With scores of examples drawn from Ford Motor Company, Mercury Records, J. Peterman, American Express, 1-800-Flowers, and other companies, "Response!" is the authoritative source for Direct Marketing strategies and techniques.
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.
