Home » Direct Marketing: Strategy, Planning, Execution by Edward L. Nash
Direct Marketing: Strategy, Planning, Execution Edward L. Nash

Direct Marketing: Strategy, Planning, Execution

Edward L. Nash

Published December 31st 1995
ISBN : 9780070460324
Hardcover
477 pages
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 About the Book 

This step-by-step book explains everything you need to succeed in every aspect of DM - from writing a basic marketing plan to writing direct mail copy, from planning an offer to planning a layout, from designing the product to evaluating theMoreThis step-by-step book explains everything you need to succeed in every aspect of DM - from writing a basic marketing plan to writing direct mail copy, from planning an offer to planning a layout, from designing the product to evaluating the bottom-line results. Youll discover new analytical methods for forecasting and list selection, as well as expert guidance on using and budgeting for DM as part of an overall advertising mix. Direct marketing has earned its place in the forefront of advertising and distribution. Use it and grow with it! All the guidance you need is here in Direct Marketing. To reap the full profit potential of direct marketing, advertisers must keep on top of the latest changes in this fast-moving field without losing sight of the basics. Ed Nashs classic Direct Marketing shows how to do it all, do it well, and do it profitably. Thoroughly revised and updated, this renowned guide to the art and science of direct marketing now includes in-depth information on database marketing - the key to new applications in packaged goods, automotive, and all general advertising. DM guru Nash also puts advertisers into the fast lane of the emerging information superhighway with his thorough coverage of computer- and video-based interactive marketing. And if youre considering infomercials, youll learn all about producing, testing, and fulfilling orders through this specialized media format.