Lois K. Geller
- Published in print:
- 2002
- Published Online:
- October 2011
- ISBN:
- 9780195158694
- eISBN:
- 9780199849420
- Item type:
- book
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195158694.001.0001
- Subject:
- Business and Management, Strategy
Marketing experts know that direct marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right ...
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Marketing experts know that direct marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right way, always profitable. This book has been updated to include the latest tips and techniques, plus expanded coverage of direct marketing in the age of the Internet. This new revised edition offers a strategy for creating and sustaining a profitable direct marketing program—both on- and off-line. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, the book explains how to create profitable direct-mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and more. Plus, the book shows how all of these strategies can be applied to Internet direct marketing, including loyalty programs, online catalogues, fulfillment and customer service, and more. The book provides examples drawn from companies large and small, including Ford Motor Company, American Express, and 1–800-Flowers.Less
Marketing experts know that direct marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right way, always profitable. This book has been updated to include the latest tips and techniques, plus expanded coverage of direct marketing in the age of the Internet. This new revised edition offers a strategy for creating and sustaining a profitable direct marketing program—both on- and off-line. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, the book explains how to create profitable direct-mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and more. Plus, the book shows how all of these strategies can be applied to Internet direct marketing, including loyalty programs, online catalogues, fulfillment and customer service, and more. The book provides examples drawn from companies large and small, including Ford Motor Company, American Express, and 1–800-Flowers.
