Definitive Guide to Direct
& Interactive Marketing

How to Select, Reach &
Retain the Right Customers


By Merlin Stone, et al.
Pearson Education / Financial Times
January 2004
ISBN: 0-273-67520-6
412 Pages, Illustrated, 6 " x 9 "
$57.50 paper original


We've all been on the receiving end of bad direct marketing. It's a waste of time and money and alienates more customers than it wins. Good direct marketing, on the other hand, is a totally different story. Some companies are so good at it that they manage to repeatedly target the right customers. Their direct marketing is so sharp that it closes the sale and so consistently useful that customers just keep coming back for more. More importantly, it is no longer a specialist function in a separate department. Few marketing managers can afford to be without a decent understanding of direct and interactive marketing. The Definitive Guide to Direct and Interactive Marketing is the essential handbook for anyone who needs to make sure their direct marketing works. Bad direct marketing isn't called junk mail for nothing. It's a waste of money and alienates more customers than it wins. This is a guide to effective direct marketing - the best and most cost-effective way of targeting, winning and retaining new customers.


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