Direct Marketing: Strategy, Planning, Execution

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McGraw Hill Professional, 2000 - Business & Economics - 600 pages
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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.

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Nash did a great job at describing the essence of direct marking in a well thought out well organized manner. The substance of the book was extensive yet not overwhelming. I personally read a lot of books specifically on marketing and found this book to fill gaps missed by many of the more popular books in the genre. Despite the publishing date the material for the most part was reliant even for today's advertising needs. If your looking for a good book to fill the gab you may have in direct marketing This book should provide solution to your problem. 

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individual interviews - pag 82 -p.86 mto importante entrevistas individuais

Contents

INTRODUCTION
1
STRATEGIC PLANNING
18
THE MARKETING PLAN
44
Copyright

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About the author (2000)

Edward L. Nash heads up Team Nash Inc., 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 been 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.

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