Description: What information should a marketing database contain? Are you getting your money's worth from your database? Do you know how to write your own copy? What are the key rules for running a direct mail campaign? Direct marketing is a highly cost effective way to make your organization more profitable. With the increased ease in storing and retrieving data on computer about your customers and prospects, anyone can use direct marketing to help their company grow. Profitable Direct Marketing explains what exactly direct marketing entails and shows how to make the most of this opportunity. The book starts with the core ingredients -- the database and the creative input- and then goes on to look at each branch of direct marketing in turn. It offers plenty of examples, checklists and summaries to help the reader run their own direct marketing operation successfully and effectively.

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