Direct Marketing: Strategy, Planning, Execution

by Edward L. Nash

Book Overview

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.

• Format: Hardcover
• Language: English
• ISBN: 0071352872
• ISBN13: 9780071352871
• Release Date: January 2000
• Publisher: McGraw-Hill Companies
• Length: 600 Pages
• Weight: 2.15 lbs.
• Dimensions: 1.9" x 6.5" x 9.2"

Customer Reviews

my comments

A comprehensive book on direct marketing and offers insights into strategic directions.Perhaps some relevant cases could aid in the teaching process.The section on legal issues can be elaborated further as well as have a broad south Asian perspective to cover issues in the emerging economies. Highly recommended for the students and practitioners of Direct Marketing.

A Must Read for Marketing Professionals

When I first ordered Direct Marketing it sat untouched on my desk for several weeks. At two inches thick (I measured it), I was dreading another boring tome that took a thousand words to say what could have been covered in ten. When I finally cracked the cover, I was pleasantly surprised.Not only is Direct Marketing devoid of fluff, every word is packed with the insight of a gentleman who has obviously earned his knowledge from the school of hard knocks. As I continued to read the fourth edition of Direct Marketing I found that it is more than a book on direct mail, it's an essential read on marketing in general:* Nash makes it easy to understand the importance and mechanics of marketing measurement and metrics.* While emphasizing the accountability and predictability of direct marketing, Nash does not discount general marketing knowledge.* Nash makes planning practical and concise. The chapter on marketing plans is the best coverage of the topic that I've seen.* The Internet and other interactive vehicles are fully embraced.In short, if you're a marketing professional, buy this book.

Definitive, complete, timeless

Mr. Nash, I love this book. I say "love" instead of "loved" because it's not a book you read once. It has become a valuable resource for our company. Thank you.