Customer Reviews

Ultimate Guide to Direct Marketing

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This book is a general introduction to the subject. It covers virtually all aspects of direct marketing as it has developed over the years. It's emphasis is on the more traditional aspects of direct marketing, that is: direct mail, media advertising, telemarketing. This is not bad as the traditional approach has been proven to be successful time and time again.

The weakness in this book is that it doesn't have enough information on using the web as a marketing device. In my view every mail order operation needs a web site, for three reasons:
People are becoming familar with placing orders on the web
It's a great way to provide the prospect with additional information
It adds credibility - everyone has a web site these days.

Finally this book does not talk about the new approaches [...] which have been very successful for a lot of people.

If you are trying to understand what is necessary to conduct a direct marketing campaign read this book. While no book can replace real world experience, but this one will tell what you need to know to get started. Very well done. The author really did his research for this one!

I will keep my review short and simple .Buy this book.Great from start to finish. Very practical.