Join Amazon Prime and ship Two-Day for free and Overnight for $3.99. Already a member? Sign in.
|
Frequently Bought Together
Customers Who Bought This Item Also Bought
by Dension Hatch
|
Tested Advertising Methods (Prentice Hall Business Classics) by John Caples |
by Edward Nash
|
by Victor O. Schwab
|
by Joseph Sugarman
|
Editorial Reviews
Product Description
Packed with insider secrets, rules, and wisdom from nearly 200 of the leading authorities on direct marketing, this is the essential tool for techniques that produce results. Experts Denny Hatch and Don Jackson cover all you need to know--from planning to implementation--and from target strategy to all aspects of the creative process.
From the Back Cover
Every discipline--from brain surgery to auto making to marketing--is based on the work of those who have gone before. You study their tests, capitalize on their successes, and learn from their failures. In short, every art, science, and industry has a set of canons, caveats, codes, constants, considerations, codicils, constraints, criteria, and customs that have been developed over time. And so it is with direct marketing. To listen to some self-appointed marketing gurus who have recently "discovered" the discipline, you would think direct marketing is relatively new to the marketing scene. Nothing could be further from the truth. Aside from the fact that direct marketing is more than 400 years old (the first book catalogs were printed in Venice in the 1500s), it has been a hallmark of 20th-century commerce because it is the one knowable way of building a business. Direct marketing is the business of acquiring customers and donors and getting to know them--keeping track of their transactions and then continuing to delight them by serving their current needs, creating new wants, and, above all, persuading them to act . . . to respond to a proposition. Despite its long and profitable history, no one has assembled a single collection of all the basic secrets (or rules) of direct marketing. Until now. In these pages Denny Hatch and Don Jackson blitz you with the secrets, rules, and wisdom of nearly 200 of the great masters: from Claude Hopkins, David Ogilvy, and Max Sackheim to such modern greats as Jay Abraham, Dick Benson, Malcolm Decker, Bob Doscher, John J. Fleider, Jerry Gould, Bob Hacker, Dick Hodgson, Cecil Hoge Sr., Bill Jayme, Ted Kikoler, Jim Kobs, Herschell Gordon Lewis, Malcolm McCluskey, Don Nicholas, J. Peterman, Max Ross, Jim Rutz, Emily Soell, Lew Smith, Bob Stone, Joan Throckmorton, and John Yeck. So . . . what is this book's proposition? Simply that you can have, at your fingertips, the individual and collective wisdom of the greatest practitioners of this century about: Creative, Copy, Math, Space Ads, Direct Mail, Production, Management, Strategy, Lists, Testing, Offers, Fulfillment, Back-End Operations, Lead Generation, and (of course!) much, much more! --This text refers to an out of print or unavailable edition of this title.
See all Editorial Reviews
Packed with insider secrets, rules, and wisdom from nearly 200 of the leading authorities on direct marketing, this is the essential tool for techniques that produce results. Experts Denny Hatch and Don Jackson cover all you need to know--from planning to implementation--and from target strategy to all aspects of the creative process.
From the Back Cover
Every discipline--from brain surgery to auto making to marketing--is based on the work of those who have gone before. You study their tests, capitalize on their successes, and learn from their failures. In short, every art, science, and industry has a set of canons, caveats, codes, constants, considerations, codicils, constraints, criteria, and customs that have been developed over time. And so it is with direct marketing. To listen to some self-appointed marketing gurus who have recently "discovered" the discipline, you would think direct marketing is relatively new to the marketing scene. Nothing could be further from the truth. Aside from the fact that direct marketing is more than 400 years old (the first book catalogs were printed in Venice in the 1500s), it has been a hallmark of 20th-century commerce because it is the one knowable way of building a business. Direct marketing is the business of acquiring customers and donors and getting to know them--keeping track of their transactions and then continuing to delight them by serving their current needs, creating new wants, and, above all, persuading them to act . . . to respond to a proposition. Despite its long and profitable history, no one has assembled a single collection of all the basic secrets (or rules) of direct marketing. Until now. In these pages Denny Hatch and Don Jackson blitz you with the secrets, rules, and wisdom of nearly 200 of the great masters: from Claude Hopkins, David Ogilvy, and Max Sackheim to such modern greats as Jay Abraham, Dick Benson, Malcolm Decker, Bob Doscher, John J. Fleider, Jerry Gould, Bob Hacker, Dick Hodgson, Cecil Hoge Sr., Bill Jayme, Ted Kikoler, Jim Kobs, Herschell Gordon Lewis, Malcolm McCluskey, Don Nicholas, J. Peterman, Max Ross, Jim Rutz, Emily Soell, Lew Smith, Bob Stone, Joan Throckmorton, and John Yeck. So . . . what is this book's proposition? Simply that you can have, at your fingertips, the individual and collective wisdom of the greatest practitioners of this century about: Creative, Copy, Math, Space Ads, Direct Mail, Production, Management, Strategy, Lists, Testing, Offers, Fulfillment, Back-End Operations, Lead Generation, and (of course!) much, much more! --This text refers to an out of print or unavailable edition of this title.
See all Editorial Reviews
Product Details
Would you like to update product info or give feedback on images?
|
Inside This Book
(learn more)
First Sentence:
In direct marketing, as in any other field, if you don't know the rules, you will fail. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
direct marketing concept, hot line names, machine insertable, infomercial time, teaser copy, other mailers, letter shop, lift note, business reply envelope, direct mail package, customer lifetime value, direct marketing effort, dry test, average order size, list broker, mailing package, circulation director, mail date, call guide, loaded cost, business reply card, direct marketers, database marketing, list owner, reply envelopes Key Phrases - Capitalized Phrases (CAPs): (learn more)
Denny Hatch, Dick Benson, Axel Andersson, Postal Service, New York, George Duncan, International Reports, Publishers Clearing House, Reader's Digest, American Express, Carol Wright, Clyde Brown, Times Roman, United States, Wall Street, World Business Weekly, Disabled American Veterans, General Management, Marketing Information Network, Net Cost, Telemarketing Support New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
In direct marketing, as in any other field, if you don't know the rules, you will fail. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
direct marketing concept, hot line names, machine insertable, infomercial time, teaser copy, other mailers, letter shop, lift note, business reply envelope, direct mail package, customer lifetime value, direct marketing effort, dry test, average order size, list broker, mailing package, circulation director, mail date, call guide, loaded cost, business reply card, direct marketers, database marketing, list owner, reply envelopes Key Phrases - Capitalized Phrases (CAPs): (learn more)
Denny Hatch, Dick Benson, Axel Andersson, Postal Service, New York, George Duncan, International Reports, Publishers Clearing House, Reader's Digest, American Express, Carol Wright, Clyde Brown, Times Roman, United States, Wall Street, World Business Weekly, Disabled American Veterans, General Management, Marketing Information Network, Net Cost, Telemarketing Support New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 61
books:
See all 61 books this book cites
- Direct Response (Design Library) by Rockport Publishing in Back Matter (1), Back Matter (2), and Back Matter (3)
- Secrets of Successful Direct Mail by Richard V. Benson on page 10, and Back Matter
- Financial Services (Aspects of Britain) by HMSO Books in Back Matter (1), and Back Matter (2)
- How to Write a Good Advertisement by Victor O. Schwab on page 152, and Back Matter
- Profitable Direct Marketing by Jim Kobs on page 272, and Back Matter
See all 61 books this book cites
Books on Related Topics
(learn more)
|
What Do Customers Ultimately Buy After Viewing This Item?
 |
67% buy the item featured on this page: 2,239 Tested Secrets For Direct Marketing Success : The Pros Tell You Their Time-Proven Secrets $19.46 |
 |
10% buy The Complete Guide to Direct Marketing: Creating Breakthrough Programs That Really Work $22.45 |
 |
10% buy Million Dollar Mailings $60.07 |
 |
6% buy Successful Direct Marketing Methods $37.77 |
Tags Customers Associate with This Product(What's this?)Click on a tag to find related items, discussions, and people.
|
Help others find this product — tag it for Amazon search
No one has tagged this product for Amazon search yet. Why not be the first to suggest a search for which it should appear?
Sell a Digital Version of This Book in the Kindle Store
If you are a publisher or author and hold the digital rights to a book, you can sell a digital version of it in our Kindle Store.
Learn more
Customer Reviews
|
Share your thoughts with other customers:
|
||||||||||||||||
Most Helpful Customer Reviews
Share your thoughts with other customers: Create your own review
|
|
Customer Discussions
Beta (What's this?)
New! See all customer communities, and bookmark your communities to keep track of them.
|
This product's forum
(0 discussions)
Ask questions, Share opinions, Gain insight
Active discussions in related forums
|
||||||||||||||||||||||
Product Information from the Amapedia Community
Beta (What's this?)Be the first person to add an article about this item at Amapedia.com.
› See featured Amapedia.com articles
Listmania!
|
|
So You'd Like to...
|
|
Look for Similar Items by Category
NARS: Free Shipping |
Best Books of 2008 |
Buy Three Books, Get a Fourth Free |
Keep It Under Cover |
|||||||
|
Your Recent History
(What's this?)|
You have no recently viewed items or searches.
After viewing product detail pages or search results, look here to find an easy way to navigate back to pages you are interested in. Look to the right column to find helpful suggestions for your shopping session. |
Continue shopping: Top Sellers
| ||||
| ||
| ||
| ||
| ||
| ||
