Response

Marketing experts know that Direct Marketing is the single most effective way to sell products and services. Savvy corporations are reallocating money from advertising to all forms of Direct Marketing because they understand these campaigns sell billions of dollars of goods and services to consumers and businesses. And they sell everything from 25 cent plastic dinosaurs to machinery that costs a quarter of a million dollars. Direct Marketing can generate leads for sales forces, identify prospects, reward good customers, drive retail traffic, and revive dormant accounts. It is also the only form of marketing that is testable, trackable, and, when done the right way, always profitable. In "Response!" Lois K. Geller, a leading expert in Direct Marketing offers all marketers, whether they work for small companies or large corporations, a strategy for creating and sustaining a profitable Direct Marketing program. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, Geller explains how to create profitable direct mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and Internet campaigns. With scores of examples drawn from Ford Motor Company, Mercury Records, J. Peterman, American Express, 1-800-Flowers, and other companies, "Response!" is the authoritative source for Direct Marketing strategies and techniques.