The Direct Marketing Handbook
ISBN 10: 0070460272 ISBN 13: 9780070460270
Published by McGraw-Hill, 1992
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Hardcover
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Bay State Book Company, North Smithfield, RI, U.S.A.
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About this Item
Description:
Seller Inventory # BSM.VN87
Synopsis:
This guide gives users swifter access and wider coverage of the proven strategies, techniques, and insights of the field's leading lights: Jo-Von Tucker on catalogue marketing; Lee Epstein on postal regulation; Stan Fenvessey on fulfillment planning; and Joan Throckmorton on creative methods, to name just a few. "The Direct Marketing Handook" is a detailed treatment of every important DM process: planning, creative, media, budgeting, production, and final execution and applications. It reveals trade tricks such as devising marketing plans, mailing-list selection, fulfillment, choosing alternative media and response devices. And it explores a host of new topics, such as database compilation and applications, to see what works, what doesn't, and why in this field. Here is a hands-on desk reference that ad managers, marketing directors, product managers, and company executives can consult with confidence to solve problems and meet their objectives.
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Bibliographic Details
Title: The Direct Marketing Handbook
Publisher: McGraw-Hill
Publication Date: 1992
Binding: Hardcover
Condition: very_good
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