Direct Marketing
Strategy Planning Exection
Direct marketing has never
been as precise, powerful and popular as it is today. With its new applications to
database marketing, global commerce and the Internet, it is no longer an option for
company officers and marketing executives; it is a necessity.
Since the previous edition of
this classic, there have been monumental changes in the field. New list sources. New
methods of computerized prospect iden-tofication. new ways to vise research and testmg.
New psychologically-based approaches to writing copy and designing graphics. New
applications to business, financial and retail products and services. As direct marketing
has undergone awesome omprovements, so
has this book.
The fourth edition includes
more changes than all three previous editions combined Every line has been reviewed and,
where necessary, updated. More than half is totally new, including whole new chapters on
Internet marketing and global direct marketing. And all of it is explained in a style that
combines theory and practice, as could only a writer who has spent a lifetime "doing
it" as well as "teaching it" could do.
The contents of the book are
so thorough that it is used as a text in hundreds of universities all over the world. Yet
the presentation is so practical that businesses large and small make it "required
reading" for present and prospective employees.
Nowhere else is the need to
utilize direct marketing principles for Internet marketing so understandable. Nowhere else
is the global potential of importing and exporting via mail order made so obvious with
such easy to use advice.
From planning a layout to
planning an offer, from designing a product to evaluating bottom-line results, Ed walks
you step-by-step through every practical aspect of doing direct marketing. He shows you
how to use the latest analytical techniques for forecasting and list selection. He
provides expert guidance on how to successfully integrate DM into an overall advertising
mix. He fills you in on all the latest developments in telemarketing, database marketing,
infomercials and alternative media.
Only Ed Nash, acclaimed as
direct marketing's "master strategist," could bring it all together in a book,
based on experience, that is not only factual but fascinating. One reader described it as
"Wonderful... straight to the point... packed with facts, not fluff... money-making,
practical and thought-provoking ... so much information and advice it could easily have
been three or four books... well worth the full price."
No wonder it has been a
selection of almost every business book club, translated into many other languages, and an
industry best-seller (over 100,000 sold worldwide) since the first edition
From tried-and-true basics to
cutting-edge methods, tools, and technologies, Direct Marketing, Fourth Edition is your
complete guide to:
Strategic planning
List selection
Print media planning
Production planning
Database marketing
Web marketing
Global marketing
Broadcast media
Telemarketing
Research
Business-to-Business
Testing
Positioning
Creative tactics
Copy and layout
Direct-response TV
Back-end promotions
DM economics
Now featuring proven direct
mail strategies for the Internet Age, this latest edition of Ed Nash's classic guide is
your ticket for bigger profits through effective direct marketing.
About the Author Edward Nash
heads up Team Nash Inc., a direct marketing consulting and creative firm based in New York
City handling Internet, direct marketing and database clients in the U.S. and five other
countries. He also teaches direct marketing at New York University and Virginia
Commonwealth University. Prior to forming Team Nash, he was Executive Vice President of
Bozell Worldwide, Inc., where' he oversaw the strategic development of U.S. global direct
marketing programs.
Ed began his career as a
copywriter and has beea marketing Vice President for LaSalle Extension University,
President of Capitol Record Club, Executive Vice President of Rapp Collins, and
President/CEO of BBDO Direct, which he founded and ran for five years. He is the author of
Database Marketing: The Ultimate Selling Tool and editor-in-chief of the Direct Marketing
Handbook, both published by McGraw-Hill
600pages