Direct Marketing: Strategy, Planning, Execution

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…  More 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.  Less