Response
The Complete Guide to Profitable Direct Marketing
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11 938 Ft (11 370 Ft + 5% VAT)
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11 938 Ft
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printed on demand
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Delivery time is estimated on our previous experiences. We give estimations only, because we order from outside Hungary, and the delivery time mainly depends on how quickly the publisher supplies the book. Faster or slower deliveries both happen, but we do our best to supply as quickly as possible.
Product details:
- Publisher OUP USA
- Date of Publication 17 October 2002
- ISBN 9780195158694
- Binding Hardback
- No. of pages384 pages
- Size 160x239x30 mm
- Weight 730 g
- Language English
- Illustrations 40 halftones & 20 line illus 0
Categories
Long description:
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.
Lois K. Geller, a leading Direct Marketing expert, updates her classic book to include the latest tips and techniques, plus expanded coverage of Direct Marketing in the age of the Internet. The new Revised Edition of Response offers all marketers, in any size company, 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, Geller explains how to create profitable direct mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and more. Plus, she shows how all of these strategies can be applied to Internet direct marketing, including loyalty programs, online catalogues, fulfilment and customer service, and more.
With scores of up-to-date examples drawn from companies large and small, including Ford Motor Company, American Express, and 1-800-Flowers, plus an updated glossary and resource guide, this Revised Edition of Response will be the authoritative source for Direct Marketing strategies and techniques.
"Response is a great practical guide for marketers and it's a key tool for us. I consider it to be the cornerstone of the group's Direct Marketing training." --Liz Bieler, Director Insurance Services American Express Company
