Selected Product:
| Direct Marketing: Strategy, Planning, Execution
Hardcover
Edition: 4
Author: Edward L. Nash
Publisher: McGraw-Hill
Release Date: 2000-01-21
ISBN-10: 0071352872
ISBN-13: 9780071352871
List Price: $59.95
Average Customer Rating:
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Summaries and Customer Reviews are supplied by Amazon.com
The "master strategist of direct marketing" has enhanced his classic reference with a wealth of proven direct mail strategies for the Internet age. This eagerly awaited edition adds in-depth information on profitable use of the Web for direct response sales, as well as increased coverage of alternative media, infomercials, telemarketing, and database marketing.
A Must Read for Marketing Professionals
| Customer Rating: | | When I first ordered Direct Marketing it sat untouched on my desk for several weeks. At two inches thick (I measured it), I was dreading another boring tome that took a thousand words to say what could have been covered in ten. When I finally cracked the cover, I was pleasantly surprised. Not only is Direct Marketing devoid of fluff, every word is packed with the insight of a gentleman who has obviously earned his knowledge from the school of hard knocks. As I continued to read the fourth edition of Direct Marketing I found that it is more than a book on direct mail, it's an essential read on marketing in general: * Nash makes it easy to understand the importance and mechanics of marketing measurement and metrics. * While emphasizing the accountability and predictability of direct marketing, Nash does not discount general marketing knowledge. * Nash makes planning practical and concise. The chapter on marketing plans is the best coverage of the topic that I've seen. * The Internet and other interactive vehicles are fully embraced. In short, if you're a marketing professional, buy this book. |
Definitive, complete, timeless
| Customer Rating: | | Mr. Nash, I love this book. I say "love" instead of "loved" because it's not a book you read once. It has become a valuable resource for our company. Thank you. |
Definitive, complete, timeless
| Customer Rating: | | Mr. Nash, I love this book. I say "love" instead of "loved" because it's not a book you read once. It has become a valuable resource for our company. Thank you. |
Best Business Book
| Customer Rating: | | Wonderful! Straight to the point. Packed with facts, not fluff. No pipe-dreams. Money making, practical, and thought provoking. There is so much information and advice here, it could have easily been three or four books. Well worth the full price -- a bargain on amazon. Buy it! |
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