Response!: The Complete Guide to Profitable Direct Marketing

By Lois K. Geller and Lois Geller

Book Overview

In Response! Lois K. Geller, a leading expert in Direct Marketing offers all marketers, whether they work for small companies or large corporations, a strategy for creating and sustaining a profitable Direct Marketing program.

Leading the reader through this program of planning, budgeting, forecasting, 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 Internet campaigns.

• Format: Paperback
• Language: English
• ISBN: 0684871130
• ISBN13: 9780684871134
• Release Date: May 1999
• Publisher: Touchstone Books
• Length: 368 Pages
• Weight: 1.30 lbs.
• Dimensions: 0.9" x 6.0" x 9.0"

Customer Reviews

Great direct marketing book - especially for small business

This is a great book on direct marketing. I think its directed more at small business owners than big corp. The focus is mainly on direct mail. But it also has a chapter about loyalty programs, campaign planning, customer relationship marketing and international direct marketing. All of these topics provoked me to get me a book on only realtionship marketing and loyalty programs. The makes it clear what you should consider when doing direct marketing.

Easier than I ever thought possible.

I saw this book at a local bookstore and bought it. Gives an impressive number of case histories. Just what I needed to help boost my business. Highly recommended.

The best book on Direct Marketing by far.

After having scoured the shelves of my local library for a decent book on Direct Marketing, I found one in Response! A great read. It's like having an advertising professional guiding you and your business.

A great book on Direct Marketing

I am amazed at how thorough this book was! The best investment I ever made was buying this book. It takes you through all the components of a successful direct marketing campaign. Wonderful! Case studies are very helpful.

This is a great guide to learn direct marketing.

Great book if you want to learn quickly how to use direct marketing to build your business. It is written in a conversational tone, and it is filled with case studies.