Direct Marketing: Strategy, Planning, Execution (Hardcover)

by Edward Nash (Author) "All the armies of the world are not as powerful as an idea whose time has come..." (more)
Key Phrases: conquest marketing, hotline names, direct marketing field, United States, New York, Low High (more...)

Editorial Reviews

Product Description
The "master strategist of direct marketing" has enhanced his classic

reference with a wealth of proven direct mail strategies for the

Internet age. This eagerly awaited edition adds in-depth information

on profitable use of the Web for direct response sales, as well as

increased coverage of alternative media, infomercials, telemarketing,

and database marketing.

From the Back Cover
'Practical know-how...' 'Somehow Ed Nash has managed to stay in the forefront of Direct Marketing developments. Given the magnitude of recent changes, that's not easy! This worthwhile book is up-to-date and readable as well. It remains an excellent source of practical know-how.' - H. Robert Wientzen, President, Direct Marketing Association.

'Incredible value...' "A broad-ranging book of incredible value...Ed Nash knows his stuff! He has proven himself the undisputed king of direct marketing. This is the most comprehensive work in direct marketing area of which I am aware.' - G.G. Carey, VP Advertising and Marketing Services, Procter and Gamble.

'Indispensable...' "Along with the emergence of Direct Marketing as a major force in our economy has come an army of specialists. But the great generalists who were present at the creation of modern direct marketing, those who lived through it all, understood it all, and played many roles in its development, are few and far between. Ed Nash is one of that rare breed, and the only one to have written so completely and brilliantly about every aspect of this important marketing discipline.' - Thomas L. Collins, coauthor of MaxiMarketing, cofounder of Rapp & Collins agency.

'Stop to read it...' 'We're all running pretty fast, but we should stop to read this book. I share Ed Nash's passion for the business. After being in general advertising for more than 20 years, Ed Nash and his book influenced my decision to leave general for DM. Every client and agency person today needs to know this side of the industry.' - Mike Becker. Chief Creative Officer, Wunderman Cato Johnson.

'Points the way...' "The Mary Kay 'direct support' program integrates personal selling with direct marketing and now has more than 20 million names in its database. Ed Nash was there to help start this innovative program. His updated Direct Marketing points the way to the programs of the future.' - Richard C. Bartlett, Vice Chairman, Mary Kay, author of The Direct Option.

'Easy to understand...' 'Once again Ed Nash takes all the complex elements of direct marketing and brings them together in one easy-to-understand book. It's all here - the lessons of the past and the newest breakthroughs, the creative arts and the analytical sciences, the fundamental of mail order and the subleties of database systems. It's the book I give to staff members who want to move up or to friends who want to enter this exciting field.' - Martin Edelston, Chairman, Boardman, Inc.

'For neophytes & pros...' "This book is a 'must read,' not only for the neophyte who needs to know where direct marketing is now but also for the pro who needs to know what's ahead as our industry embarks on the superhighway.' - Lee Epstein, President, Mailman, Inc.

'A must-read...' "A must-read for anyone interested in improving the performance of direct marketing programs. Covering essentials of both strategy and implementation, it is a primary and advanced text on how to do direct marketing right!' - Kevin J. Clancy, Ph.D.Chairman, Copernicus Strategy Group, Professor of Marketing, Boston, University.

See all Editorial Reviews

Product Details

• Hardcover: 600 pages
• Publisher: McGraw-Hill; 4 edition (January 21, 2000)
• Language: English
• ISBN-10: 0071352872
• ISBN-13: 978-0071352871
• Product Dimensions: 9.2 x 6.3 x 2 inches
• Shipping Weight: 2.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.8 out of 5 stars See all reviews (5 customer reviews)
• Amazon.com Sales Rank: #367,319 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

18 of 18 people found the following review helpful:

5.0 out of 5 stars A Must Read for Marketing Professionals, July 29, 2003

By	R. Pinna "Bob Pinna" (http://www.marketvoyce.com) - See all my reviews (REAL NAME)

When I first ordered Direct Marketing it sat untouched on my desk for several weeks. At two inches thick (I measured it), I was dreading another boring tome that took a thousand words to say what could have been covered in ten. When I finally cracked the cover, I was pleasantly surprised.

Not only is Direct Marketing devoid of fluff, every word is packed with the insight of a gentleman who has obviously earned his knowledge from the school of hard knocks. As I continued to read the fourth edition of Direct Marketing I found that it is more than a book on direct mail, it's an essential read on marketing in general:

* Nash makes it easy to understand the importance and mechanics of marketing measurement and metrics.

* While emphasizing the accountability and predictability of direct marketing, Nash does not discount general marketing knowledge.

* Nash makes planning practical and concise. The chapter on marketing plans is the best coverage of the topic that I've seen.

* The Internet and other interactive vehicles are fully embraced.

In short, if you're a marketing professional, buy this book.

21 of 28 people found the following review helpful:

5.0 out of 5 stars Best Business Book, September 7, 1999

By A Customer

This review is from: Direct Marketing: Strategy, Planning, Execution (Hardcover)

Wonderful! Straight to the point. Packed with facts, not fluff. No pipe-dreams. Money making, practical, and thought provoking. There is so much information and advice here, it could have easily been three or four books. Well worth the full price -- a bargain on amazon. Buy it!

1 of 1 people found the following review helpful:

4.0 out of 5 stars my comments, December 19, 2008

By	Sudeep Chatterjee "bookworm" (India) - See all my reviews (REAL NAME)

A comprehensive book on direct marketing and offers insights into strategic directions.Perhaps some relevant cases could aid in the teaching process.The section on legal issues can be elaborated further as well as have a broad south Asian perspective to cover issues in the emerging economies.
Highly recommended for the students and practitioners of Direct Marketing.