The "master strategist of direct marketing" has enhanced his classic reference with a wealth of proven direct mail strategies for the Internet age. This eagerly awaited edition adds in-depth information on profitable use of the Web for direct response sales, as well as increased coverage of alternative media, infomercials, telemarketing, and database marketing.
Chapter 1: Introduction. Chapter 2: Strategic Planning. Chapter 3: The Marketing Plan. Chapter 4: Research. Chapter 5: Testing. Chapter 6: The Proposition. Chapter 7: "Back-End" Marketing. Chapter 8: Mail Order Math. Chapter 9: Creative Tactics. Chapter 10: Copywriting. Chapter 11: Art Direction. Chapter 12: Direct Mail Formats. Chapter 13: Production Planning. Chapter 14: Mailing Lists. Chapter 15: Print Media. Chapter 16: Broadcast Media. Chapter 17: Broadcast Creative. Chapter 18: Telemarketing. Chapter 19: Fulfillment. Chapter 20: Database Marketing. Chapter 21: Internet Marketing. Chapter 22: Going Global. Index.
Series: Marketing/Sales/Advertising & Promotion
Number Of Pages: 600
Published: 11th February 2000
Publisher: McGraw-Hill Education - Europe
Country of Publication: US
Dimensions (cm): 23.62 x 16.0
Weight (kg): 1.04
Edition Number: 4
Edition Type: Revised