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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'Practical know-how...' 'Somehow Ed Nash has managed to stay in the forefront of Direct Marketing developments. Given the magnitude of recent changes, that's not easy! This worthwhile book is up-to-date and readable as well. It remains an excellent source of practical know-how.' - H. Robert Wientzen, President, Direct Marketing Association. 'Incredible value...' "A broad-ranging book of incredible value...Ed Nash knows his stuff! He has proven himself the undisputed king of direct marketing. This is the most comprehensive work in direct marketing area of which I am aware.' - G.G. Carey, VP Advertising and Marketing Services, Procter and Gamble. 'Indispensable...' "Along with the emergence of Direct Marketing as a major force in our economy has come an army of specialists. But the great generalists who were present at the creation of modern direct marketing, those who lived through it all, understood it all, and played many roles in its development, are few and far between. Ed Nash is one of that rare breed, and the only one to have written so completely and brilliantly about every aspect of this important marketing discipline.' - Thomas L. Collins, coauthor of MaxiMarketing, cofounder of Rapp & Collins agency. 'Stop to read it...' 'We're all running pretty fast, but we should stop to read this book. I share Ed Nash's passion for the business. After being in general advertising for more than 20 years, Ed Nash and his book influenced my decision to leave general for DM. Every client and agency person today needs to know this side of the industry.' - Mike Becker. Chief Creative Officer, Wunderman Cato Johnson. 'Points the way...' "The Mary Kay 'direct support' program integrates personal selling with direct marketing and now has more than 20 million names in its database. Ed Nash was there to help start this innovative program. His updated Direct Marketing points the way to the programs of the future.' - Richard C. Bartlett, Vice Chairman, Mary Kay, author of The Direct Option. 'Easy to understand...' 'Once again Ed Nash takes all the complex elements of direct marketing and brings them together in one easy-to-understand book. It's all here - the lessons of the past and the newest breakthroughs, the creative arts and the analytical sciences, the fundamental of mail order and the subleties of database systems. It's the book I give to staff members who want to move up or to friends who want to enter this exciting field.' - Martin Edelston, Chairman, Boardman, Inc. 'For neophytes & pros...' "This book is a 'must read,' not only for the neophyte who needs to know where direct marketing is now but also for the pro who needs to know what's ahead as our industry embarks on the superhighway.' - Lee Epstein, President, Mailman, Inc. 'A must-read...' "A must-read for anyone interested in improving the performance of direct marketing programs. Covering essentials of both strategy and implementation, it is a primary and advanced text on how to do direct marketing right!' - Kevin J. Clancy, Ph.D.Chairman, Copernicus Strategy Group, Professor of Marketing, Boston, University.About the Author:
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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Book Description McGraw-Hill Education. Hardcover. Book Condition: New. 0071352872. Bookseller Inventory # CBING38
Book Description McGraw-Hill, 2000. Book Condition: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: Chapter 1: Introduction. Chapter 2: Strategic Planning. Chapter 3: The Marketing Plan. Chapter 4: Research. Chapter 5: Testing. Chapter 6: The Proposition. Chapter 7: "Back-End" Marketing. Chapter 8: Mail Order Math. Chapter 9: Creative Tactics. Chapter 10: Copywriting. Chapter 11: Art Direction. Chapter 12: Direct Mail Formats. Chapter 13: Production Planning. Chapter 14: Mailing Lists. Chapter 15: Print Media. Chapter 16: Broadcast Media. Chapter 17: Broadcast Creative. Chapter 18: Telemarketing. Chapter 19: Fulfillment. Chapter 20: Database Marketing. Chapter 21: Internet Marketing. Chapter 22: Going Global. Index. Bookseller Inventory # ABE_book_new_0071352872
Book Description McGraw-Hill, 2000. Hardcover. Book Condition: New. book. Bookseller Inventory # 0071352872
Book Description McGraw-Hill, 2000. Hardcover. Book Condition: New. 4. Bookseller Inventory # DADAX0071352872
Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97800713528711.0
Book Description McGraw-Hill Education, 2000. HRD. Book Condition: New. New Book.Shipped from US within 10 to 14 business days.THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Bookseller Inventory # IP-9780071352871
Book Description Hardcover. Book Condition: New. This item is printed on demand. Item doesn't include CD/DVD. Bookseller Inventory # 1102226
Book Description McGraw-Hill Professional 2000-01-01, 2000. Book Condition: New. Brand new book, sourced directly from publisher. Dispatch time is 24-48 hours from our warehouse. Book will be sent in robust, secure packaging to ensure it reaches you securely. Bookseller Inventory # NU-ING-00002743
Book Description McGraw-Hill Education, 2000. HRD. Book Condition: New. New Book. Delivered from our US warehouse in 10 to 14 business days. THIS BOOK IS PRINTED ON DEMAND.Established seller since 2000. Bookseller Inventory # IP-9780071352871
Book Description McGraw-Hill Education, 2000. Hardcover. Book Condition: New. Bookseller Inventory # INGM9780071352871