Response!
Subtitle: the complete guide to profitable direct marketing
By: Lois K. Geller.
Publisher: Free Press
Published: 1996
Place of publication: New York
Language: eng
Number of pages: 351
Subjects: Direct marketing.
Description: 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, testing, building lists, choosing suppliers, selling overseas, 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. With scores of examples drawn from Ford Motor Company, Mercury Records, J.

Peterman, American Express, 1-800-Flowers, and other companies, Response! is the authoritative source for Direct Marketing strategies and techniques.
Notes: Includes index.