DIRECT MAIL AND MAIL-ORDER (Principles and Practice)

Brown cloth spine with green boards. Issued in 'The Library of Advertising' series. xii+277, 18 text ills (mostly tables & graphs rather than pictorial), top edge blue; ; faint 1938-dated signature to front pastedown+small Foyles sticker at bottom, otherwise internally clean, tight & unmarked; covers clean and unworn but water staining to front board beside spine cloth and again, but only slightly to back, small patch of water marking also to blue top edge, boards quite faded. Fairly scarce and somewhat unusual work on mail-order and sales-letter methods of selling, quite amusing in places in retrospect, mostly concerned with practical matters but also has a chapters on 'The Psychology of the Sales Letter' and 'The Psychology of Follow-up Letters'.