menu

Response! : The Complete Guide to Profitable Direct Marketing
by Lois K. Geller




Overview -
Marketing experts know that Direct Marketing is the single most effective way to sell products and services. Savvy corporations are reallocating money from advertising to all forms of Direct Marketing because they understand these campaigns sell billions of dollars of goods and services to consumers and businesses. And they sell everything from 25 cent plastic dinosaurs to machinery that costs a quarter of a million dollars. Direct Marketing can generate leads for sales forces, identify prospects, reward good customers, drive retail traffic, and revive dormant accounts. It is also the only form of marketing that is testable, trackable, and, when done the right way, always profitable.

In "Response " Lois K. Geller, a leading expert in Direct Marketing offers all marketers, whether they work for small companies or large corporations, a strategy for creating and sustaining a profitable Direct Marketing program. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, Geller explains how to create profitable direct mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and Internet campaigns. With scores of examples drawn from Ford Motor Company, Mercury Records, J. Peterman, American Express, 1-800-Flowers, and other companies, "Response " is the authoritative source for Direct Marketing strategies and techniques.

  Read Full Product Description
 
local_shippingFor Delivery
Limited Availability. Ships in 2-4 weeks.
This item is Non-Returnable.
FREE Shipping for Club Members help
 
storeBuy Online Pickup At Store
search store by zipcode

 
 
PREORDER NOW: Download on
December 31, 2030 .


Format: EPUB What's this?
This item is available only to U.S. billing addresses.
 
 
 
 

More About Response! by Lois K. Geller

 
 
 

Overview

Marketing experts know that Direct Marketing is the single most effective way to sell products and services. Savvy corporations are reallocating money from advertising to all forms of Direct Marketing because they understand these campaigns sell billions of dollars of goods and services to consumers and businesses. And they sell everything from 25 cent plastic dinosaurs to machinery that costs a quarter of a million dollars. Direct Marketing can generate leads for sales forces, identify prospects, reward good customers, drive retail traffic, and revive dormant accounts. It is also the only form of marketing that is testable, trackable, and, when done the right way, always profitable.

In "Response " Lois K. Geller, a leading expert in Direct Marketing offers all marketers, whether they work for small companies or large corporations, a strategy for creating and sustaining a profitable Direct Marketing program. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, Geller explains how to create profitable direct mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and Internet campaigns. With scores of examples drawn from Ford Motor Company, Mercury Records, J. Peterman, American Express, 1-800-Flowers, and other companies, "Response " is the authoritative source for Direct Marketing strategies and techniques.


This item is Non-Returnable.

 

Details

  • ISBN-13: 9780684871134
  • ISBN-10: 0684871130
  • Publisher: Touchstone Books
  • Publish Date: May 1999
  • Page Count: 368
  • Dimensions: 9.04 x 6.04 x 0.92 inches
  • Shipping Weight: 1.29 pounds


Related Categories

 

BAM Customer Reviews