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"Successful Direct Marketing Methods", by Bob Stone.

Hardcover book with dust jacket. Near new condition.

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This is the book that established direct marketing as a mainstream marketing medium. It is authoritative, in-depth, yet easy to use source of information about this increasingly complex and competitive discipline.

The book takes the reader step by step through the entire direct marketing process - from the why's and how's of successful creative to the business side of profitable direct marketing to the new world of interactive media and relational databases. All media are covered, including the traditional areas of print, broadcast, co-op, and telemarketing, as well as the new electronic and interactive media.

Especially helpful to novice and seasoned pro alike are the new and expanded sections on:

¤ Key Elements of the New Media and Interactive Technology.

¤ New techniques for creating & managing successful direct marketing programmes.

¤ State-of-the-art techniques for building and managing databases for greater customer retention & profitability.

This book has long been considered the "bible" of direct marketing.

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Published 1997. 545 pages, includes glossary and index. 6th edition.

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