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"Writers aren't exactly people...they're a whole lot of people trying to be one person."
- F. Scott Fitzgerald
(1896 - 1940)
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ZIN Product Number: 10013125
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| | | |  | | | Product Details
 Format: Hardcover, 4th ed., 600 pages
Edition: 4TH
Publisher: McGraw-Hill Professional
ISBN: 0071352872
Release Date: Jan 6, 1993
| |  | | | From The Publisher
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 the bottom-line results. You'll 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 Nash's 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 you're considering infomercials, you'll learn all about producing, testing, and fulfilling orders through this specialized media format.
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| | | |  | | | | Preface to the First Edition | | | Preface to the Second Edition | | | Preface to the Third Edition | | | Preface to the Fourth Edition | | | Statements of Appreciation | | | Ch. 1 | Introduction | 1 | | Ch. 2 | Strategic Planning | 18 | | Ch. 3 | The Marketing Plan | 44 | | Ch. 4 | Research | 70 | | Ch. 5 | Testing | 94 | | Ch. 6 | The Proposition | 133 | | Ch. 7 | "Back-End" Marketing | 157 | | Ch. 8 | Mail Order Math | 178 | | Ch. 9 | Creative Tactics | 202 | | Ch. 10 | Copywriting | 236 | | Ch. 11 | Art Direction | 259 | | Ch. 12 | Direct Mail Formats | 285 | | Ch. 13 | Production Planning | 314 | | Ch. 14 | Mailing Lists | 337 | | Ch. 15 | Print Media | 380 | | Ch. 16 | Broadcast Media | 410 | | Ch. 17 | Broadcast Creative | 435 | | Ch. 18 | Telemarketing | 462 | | Ch. 19 | Fulfillment | 481 | | Ch. 20 | Database Marketing | 502 | | Ch. 21 | Internet Marketing | 526 | | Ch. 22 | Going Global | 567 | | Index | 584 |
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Reference - General, Direct marketing, Business / Economics / Finance, Business & Economics, Marketing - Direct, Marketing - Multilevel, Advertising & Promotion, Direct marketing
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