Description: Congratulations! - You are already a winner. If you return the enclosed reply paid postcard within 10 days you will win a share of our jackpot (minimal) and be harassed by junk mail for the rest of your time on earth! This is the common image of direct marketing, but is it fair? Is that all there is to it? Not if you know what you are doing. Direct Marketing is an essential part of marketing. Any company that ignores direct marketing does so at its peril. It enables you to communicate with your customers to: let them know you are there, ensure that your products fulfil their needs, receive valuable feedback, build up a database and develop long term loyalty. This book is a no-nonsense practical tool kit which will enable you to launch a successful direct marketing campaign. It gives advice on: planning an effective campaign, monitoring effectiveness and efficiency, improving your response rate, and integrating campaigns.

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