Direct Marketing Success: What Works and Why
For people who are thinking of starting a mail order business, or those involved in or planning to get into the direct marketing industry, this nuts-and-bolts guide explains the ''how'' and the ''why'' of the concepts and the techniques that make direct marketing work. Direct Marketing Success shows why list selection is crucial, and then shows how to do it, how direct mail can dramatically increase sales force efficiency, and how to create winning packages. Written the Direct Marketing Association's ''Man of the Year'' for 1985, and AdWeek's direct marketing columnist.
Format:Paperback
Language:English
ISBN:0471513288
ISBN13:9780471513285
Release Date:November 1989
Publisher:Wiley
Length:248 Pages
Weight:0.74 lbs.
Dimensions:0.7" x 6.0" x 9.0"
Customer Reviews
2 ratings
First-time Direct Market Book
Published by Thriftbooks.com User , 16 years ago
The principles written in Direct Marketing Success are tried and true. This book should be in every direct marketer's library or close to his/her desk. The 40/40/20 rule is one that I learned about by reading this book and know it now to be absolutely true. I would have liked more specific detail on testing and obviously predates the Internet, so a new version is needed. If I could only keep 10 books, this book would be one of them.
Informative manual for expanding sales efforts
Published by Thriftbooks.com User , 28 years ago
I was looking for a manual or book to help me in preparing a mail offer to the public power market. Mr. Gosden's prose were very readable and very helpful. The only shortcoming of this book, that I have used for over six years, is that it is sometimes too broad in scope for my application. In general, it is an excellent 'how-to' for beginners. As an after thought; the author's name is Freeman Gosden,Jr., not Gosden Freeman
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