Direct Marketing Strategy, Planning, Execution

ISBN-10: 0071352872
ISBN-13: 9780071352871
Edition: 4th 2000 (Revised)
Authors: Edward L. Nash
List price: $76.00 Buy it from $3.00
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Description: Thoroughly revised and updated, this direct marketing reference now includes in-depth information on Internet marketing, increased coverage of telemarketing, database marketing, infomercials and alternative media.

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Book details

List price: $76.00
Edition: 4th
Copyright year: 2000
Publisher: McGraw-Hill Companies, The
Publication date: 2/11/2000
Binding: Hardcover
Pages: 600
Size: 6.50" wide x 9.50" long x 1.75" tall
Weight: 2.134
Language: English

Thoroughly revised and updated, this direct marketing reference now includes in-depth information on Internet marketing, increased coverage of telemarketing, database marketing, infomercials and alternative media.

Paul Lauter is the Smith Professor of Literature at Trinity College. He has served as president of the American Studies Association and is a major figure in the revision of the American literary canon.Edward L. Nash heads up Team Nash Inc., direct marketing consulting and creative firm based in New York City handling Internet, direct marketing and database clients in the U.S. and five other countries. He also teaches direct marketing at New York University and Virginia Commonwealth University. Prior to forming Team Nash, he was Executive Vice President of Bozell Worldwide, Inc., where he oversaw the strategic development of U.S. global direct marketing programs. Ed began his career as a copywriter and has been marketing Vice President for LaSalle Extension University, President of Capitol Record Club, Executive Vice President of Rapp Collins, and President/CEO of BBDO Direct, which he founded and ran for five years. He is the author of Database Marketing: The Ultimate Selling Tool and editor-in-chief of The Direct Marketing Handbook, both published by McGraw-Hill.

Introduction
Strategic Planning
The Marketing Plan
Research
Testing
The Proposition
"Back-End" Marketing
Mail Order Math
Creative Tactics
Copywriting
Art Direction
Direct Mail Formats
Production Planning
Mailing Lists
Print Media
Broadcast Media
Broadcast Creative
Telemarketing
Fulfillment
Database Marketing
Internet Marketing
Going Global
Index

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