Customer Reviews

Streetwise Direct Marketing: How to Use the Internet, Direct Mail, and Other Media to Generate Direct Sales

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The internet section of this book is not at all useful. The techniques are very outdated. For instance, he describes (not in great enough detail to help at all) how to make ad banners. Any marketer with any sense knows that ad banners don't work like they used to. People ignore them, completely. He doesn't give any information about writing copy, or how to approach direct marketing on the internet. He does, however, have lots of "useful" information on how to "get started", none of which is really useful, since it is all common knowledge. If you've never been on the web before and haven't a clue about business or direct marketing, this book is for you. He gives a great introduction to the web. For anyone with even a bit of knowledge, your way ahead of him.

Especially useful because it describes how Direct Marketing is different from other marketing/advertising.

Many marketing books are aimed at large corporate end of town. However this book is great for both large and small businesses. In fact if you are a small business then this book may save you from wasting money on campaigns where you don't sufficient funds to get bang for your buck.

The thing I liked most about the book, other than being easy to read, was that it contained loads of tips and techniques that I could use straight away in my business.

My only criticism is that the book is too orientated toward physical mail campaigns. The book also covers trade-shows and internet-based marketing, although some of the internet-based methods have been somewhat superseded.

Finally, information you can really use from one of the industry's best! I've attended many a seminar in the hopes of uncovering the kind of information that George Duncan revels here. Whether you're a direct marketing copywriter or in the job of determining and evaluating the approach - this book is for you! I know I'll turn to it every time I start a direct mail campaign.

George Duncan's breakthrough book is a master's course in direct marketing. It's packed with e-commerce brilliance and effective classic techniques that make it a MUST-have book for every samll or large business!