Response: The Complete Guide to Profitable Direct Marketing (Hardcover)

by Lois K. Geller (Author) "There I was, a single mother, raising a young son..." (more)
Key Phrases: clambake celebrations, aftermarket selling, hotline buyers, United States, New York, Sweet Energy (more...)

Editorial Reviews

Review
Karen Quinn Vice President/Direct Marketing Education & Development, American Express Finally, a direct marketing book with a benefit headline. It got your attention. Now read the book and find out how you can grab the attention of your customers. -- Review --This text refers to the Hardcover edition.

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!" --Renee 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


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Product Details

• Hardcover: 384 pages
• Publisher: Oxford University Press, USA; Rev Exp Su edition (November 1, 2002)
• Language: English
• ISBN-10: 0195158695
• ISBN-13: 978-0195158694
• Product Dimensions: 9.3 x 6.4 x 1.3 inches
• Shipping Weight: 1.6 pounds (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars See all reviews (10 customer reviews)
• Amazon.com Sales Rank: #528,519 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

10 of 11 people found the following review helpful:

3.0 out of 5 stars Very basic, but good information, December 27, 2002

By	Jay Friedman (Dallas, TX United States) - See all my reviews (REAL NAME)

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.

5 of 8 people found the following review helpful:

5.0 out of 5 stars Great direct marketing book - especially for small business, August 27, 2000

By	A. Kallmeyer "Heilpraktiker" (Hannover) - See all my reviews (REAL NAME)

This review is from: Response (Hardcover)

This is a great book on direct marketing. I think its directed more at small business owners than big corp. The focus is mainly on direct mail. But it also has a chapter about loyalty programs, campaign planning, customer relationship marketing and international direct marketing. All of these topics provoked me to get me a book on only realtionship marketing and loyalty programs. The makes it clear what you should consider when doing direct marketing.

5 of 8 people found the following review helpful:

5.0 out of 5 stars The best book on Direct Marketing by far., February 9, 1999

By A Customer

This review is from: Response (Hardcover)

After having scoured the shelves of my local library for a decent book on Direct Marketing, I found one in Response! A great read. It's like having an advertising professional guiding you and your business.