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Description - Response by Lois K. Geller

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.

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Book Details

ISBN: 9780195158694
ISBN-10: 0195158695
Format: Hardback
(243mm x 161mm x 30mm)
Pages: 384
Imprint: Oxford University Press Inc
Publisher: Oxford University Press Inc
Publish Date: 30-Sep-2002
Country of Publication: United States

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Author Biography - Lois K. Geller

Lois K. Geller is president of Mason & Geller Direct Marketing in New York City and counts leading corporations, small businesses, and entrepreneurs from around the world among her clients. She teaches Direct Marketing at New York University and is the winner of a gold ECHO Award, eight Andy Awards, and several gold CDMA RSVP Awards. Seth Godin is author of Permission Marketing and Unleashing the Idea Virus.