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Response – The Complete Guide to Profitable Direct Marketing - Oxford Scholarship Online
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Response: The Complete Guide to Profitable Direct Marketing

Lois K. Geller


Marketing experts know that direct marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right way, always profitable. This book has been updated to include the latest tips and techniques, plus expanded coverage of direct marketing in the age of the Internet. This new revised edition offers a strategy for creating and sustaining a profitable direct marketing program—both on- and off-line. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choos ... More

Keywords: marketing experts, Direct Marketing, products, services, Internet, marketers, company, strategy, planning, budgeting

Bibliographic Information

Print publication date: 2002 Print ISBN-13: 9780195158694
Published to Oxford Scholarship Online: October 2011 DOI:10.1093/acprof:oso/9780195158694.001.0001


Affiliations are at time of print publication.

Lois K. Geller, author