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Desktop Direct Marketing

By (author) Kim Baker, Sunny Baker
Format: Hardback
Publisher: McGraw-Hill Education - Europe, New York, United States
Imprint: McGraw-Hill Inc.,US
Published: 1st Aug 1994
Dimensions: w 157mm h 229mm d 34mm
Weight: 8200g
ISBN-10: 0070041954
ISBN-13: 9780070041950
Barcode No: 9780070041950
Everyone knows direct marketing's vast capacity for expanding customer bases and increasing sales. But for many businesses, the costs of implementing traditional means of direct marketing are prohibitive - and the return on investment takes too long to materialize. Now smart marketers can take full advantage of direct marketing's potential, in a fraction of the time and at a much lower cost. This book explains and evaluates new technologies for creating and disseminating direct marketing - starting with no more than a personal computer - including the lastest software, on-line-services, databases, electronic advertising, and more. Packed with examples and checklists that help the marketer choose and use the right technologies, this one-step goldmine of tips and techniques also features an appendix of sources and a glossary of direct marketing terms.

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