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Successful Direct Marketing Methods 6th Edition
NTC Business Books, 1996.
The sixth edition of Successful Direct Marketing Methods, the book that established direct marketing as a mainstream marketing medium, is here. And like its predecessors, it is the most authoritative, in-depth, yet easy-to-use source of information about this increasingly complex and competitive discipline.
This newly revised and expanded edition of direct marketing’s classic work takes the reader step-by-step through the entire direct marketing process – from the why’s and how’s of successful creative to the business side of profitable direct marketing to the new world of interactive media and relational databases. All media are covered, including the traditional areas of print, broadcast, co-op, and telemarketing, as well as the new electronic and interactive media.