Marketing experts know that Direct Marketing is the single most effective way to sell products and services. Savvy corporations are reallocating money from advertising to all forms of Direct Marketing because they understand these campaigns sell billions of dollars of goods and services to consumers and businesses. And they sell everything from 25 cent plastic dinosaurs to machinery that costs a quarter of a million dollars. Direct Marketing can generate leads for sales forces, identify prospects, reward good customers, drive retail traffic, and revive dormant accounts. It is also the only form of marketing that is testable, trackable, and, when done the right way, always profitable.
In "Response!" Lois K. Geller, a leading expert in Direct Marketing offers all marketers, whether they work for small companies or large corporations, a strategy for creating and sustaining a profitable Direct Marketing program. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, Geller explains how to create profitable direct mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and Internet campaigns. With scores of examples drawn from Ford Motor Company, Mercury Records, J. Peterman, American Express, 1-800-Flowers, and other companies, "Response!" is the authoritative source for Direct Marketing strategies and techniques.
Anne McCall Simms General Manager, Skydome Hotel, Canadian Pacific Hotels & Resorts Lois Geller's direct marketing genius has been winning customers (and awards) for me for years...Now she has a true winner for herself. Lois' book is destined to be on the bestseller list for a long time.
Jack Clissold Executive Vice President, Ford Motor Credit Company Finally -- a real world approach to the art of direct marketing. This book will be viewed as a milestone work as American industry moves toward "relationship marketing." No one has done more than Lois Geller to define direct marketing from a practical perspective.
Karen Quinn Vice President/Direct Marketing Education & Development, American Express Finally, a direct marketing book with a benefit headline. It got your attention. Now read the book and find out how you can grab the attention of your customers.