Definitive Guide to Direct
& Interactive Marketing
How to Select, Reach &
Retain the Right Customers
By Merlin Stone, et al.
Pearson Education / Financial Times
412 Pages, Illustrated, 6 ¾" x 9 ½"
$57.50 paper original
We've all been on the receiving end of bad direct marketing. It's a waste of
time and money and alienates more customers than it wins. Good direct marketing,
on the other hand, is a totally different story. Some companies are so good
at it that they manage to repeatedly target the right customers. Their direct
marketing is so sharp that it closes the sale and so consistently useful that
customers just keep coming back for more. More importantly, it is no longer
a specialist function in a separate department. Few marketing managers can afford
to be without a decent understanding of direct and interactive marketing. The
Definitive Guide to Direct and Interactive Marketing is the essential handbook
for anyone who needs to make sure their direct marketing works. Bad direct marketing
isn't called junk mail for nothing. It's a waste of money and alienates more
customers than it wins. This is a guide to effective direct marketing - the
best and most cost-effective way of targeting, winning and retaining new customers.
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