Direct Marketing Success: What Works and Why (Wiley Series on Business Strategy) - Hardcover

Gosden, Freeman F.

Hardcover

ISBN 10: 0471822140 ISBN 13: 9780471822141

Publisher: John Wiley & Sons, 1985

Synopsis

For people who are thinking of starting a mail order business, or those involved in or planning to get into the direct marketing industry, this nuts–and–bolts guide explains the ``how′′ and the ``why′′ of the concepts and the techniques that make direct marketing work. Direct Marketing Success shows why list selection is crucial, and then shows how to do it, how direct mail can dramatically increase sales force efficiency, and how to create winning packages. Written the Direct Marketing Association′s ``Man of the Year′′ for 1985, and AdWeek′s direct marketing columnist.

About this title

Synopsis

Direct marketing is a business of numbers. It is a complex and difficult business, but the numbers make it understandable. Since every advertisement, phone solicitation and mailing can be measured by the responses generated, certain formulae and principles can be established. Once you have the numbers, you not only can find out what happened, but more important, why it happened. Understanding these"whys" makes it possible to relate to big businesses as well as small businesses, consumer efforts versus business-to-business efforts, services versus products, and, in short, your type of business. Product managers, vendors, advertising professionals and those wishing to start a business can all benefit.

Edition details

• Publisher: John Wiley & Sons
• Publication date: 1985
• Language: English
• ISBN 10: 0471822140
• ISBN 13: 9780471822141
• Binding: Hardcover
• Number of pages: 226