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Direct marketing success : what works and why

Author: Freeman F Gosden
Publisher: New York : Wiley, ©1985.
Series: Wiley series on business strategy.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

A discussion of the strategies needed to improve direct marketing techniques and a clarification of the differences between direct marketing and conventional advertising. It explains the dynamics of  Read more...

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Details

Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Freeman F Gosden
ISBN: 0471822140 9780471822141 0471513288 9780471513285
OCLC Number: 12342506
Notes: Includes index.
Description: xv, 225 pages ; 24 cm.
Contents: 1. Understanding "why" is more important than "how to" --
2. Basic direct mail principles --
3. Why direct mail is growing --
4. The why of marketing --
5. Products and services --
6. Audience --
7. Lead generation and dealer support --
8. Telephone --
9. Creative --
10. Television --
12. Format --
13. Testing --
14. Editing --
15. Order forms --
16. Advertising agencies --
17. Costs and schedules --
18. Conclusion.
Series Title: Wiley series on business strategy.
Responsibility: Freeman F. Gosden, Jr.

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