DIRECT MARKETING NASH Księgarnia

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

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