Do–It–Yourself Direct Marketing: Secrets for Small Business - Softcover

Bacon, Mark S.

Softcover

ISBN 10: 0471008761 ISBN 13: 9780471008767

Publisher: John Wiley & Sons, 1994

Synopsis

Direct mail is no longer limited to companies with big budgets and large marketing departments. This guide supplies a wealth of proven "do-it-yourself" methods for generating inexpensive but high-impact direct mail campaigns. Covering every variety of contemporary direct mail marketing, from radio/TV to tele-sales, each campaign is tailored specifically to a limited budget and the modest marketing expertise of today's small business manager.

About this title

From the Back Cover

In direct marketing, you don’t have to spend big to make a big impact. This updated, new edition of direct marketing whiz Mark Bacon’s acclaimed nuts–and–bolts guide gives you surefire do–it–yourself methods for waging sophisticated, high–power direct marketing campaigns at a fraction of what it costs the big guys. Thoroughly revised and expanded, this indispensable Second Edition covers all the essentials for success, including:

• The Internet as a direct marketing channel from setting up Web pages to the latest, cutting–edge technological advances
• New information on reaching specific target groups
• How to use all types of direct marketing media mail order, telemarketing, radio/TV, newsletters, end print ads
• Dealing with the postal service
• Insider money– and time–saving tips
• Dozens of examples of complete, "combat–tested" direct marketing packages, letters, forms, and checklists
• Strategies for identifying market niches, tracking responses, creating a direct–mail database, and much more

The original edition of Do–It–Yourself Direct Marketing was a selection of both Fortune Magazine Book Club and Business Week Book Club. "One of the best books I’ve seen on how the small business person can use direct marketing techniques." Dr. William A. Cohen, author of Building a Mail Order Business

Edition details

• Publisher: John Wiley & Sons
• Publication date: 1994
• Language: English
• ISBN 10: 0471008761
• ISBN 13: 9780471008767
• Binding: Paperback
• Number of pages: 288