{"product_id":"selling-by-direct-mail-book-john-w-graham-9780861887491","title":"Selling by Direct Mail","description":"This book offers guidelines and practical steps - often illustrated by case studies - which can be put to immediate use in the reader's own business. Section 1 provides an introduction to direct marketing and the opportunities it offers for various types of firms. Section 2 covers consumer, retail and business applications. These include the mail-order buyer, the offer, formats, catalogues, telephone marketing, mailing lists, print media, television, publicity and fulfilment. Section 3 focuses on the preparation and response of a direct response programme and covers research, budgeting, agencies, staffing, scheduling, postal and legal information, design, copy, print, testing and reading results.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49594698662161,"sku":"GOR004890558","price":10.0,"currency_code":"USD","in_stock":false},{"title":"GB \/ GOOD \/ INTERNAL","offer_id":49624024711441,"sku":"GOR006595840","price":16.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0861887492.jpg?v=1750850987","url":"https:\/\/www.worldofbooks.com\/products\/selling-by-direct-mail-book-john-w-graham-9780861887491","provider":"World of Books ","version":"1.0","type":"link"}