Publisher's Synopsis
With more than 250,000 copies sold, the classic text on direct marketing is now even better! This thoroughly revised edition of "Successful Direct Marketing Methods" - the "bible" of direct marketing - includes expanded material on the Internet and other digital media and brand new information on E-business (including E-communications, banners, buttons, E-mail, permission marketing). Also includes E-commerce (online merchandising and usability and navigation of websites) and E-services (online customer service, live operators, online chats, linking with call centers); up-to-the minute coverage of database marketing including data mining and online databases; expanded coverage of consumer privacy issues; new information on customer relationship marketing and teleservices - and more! Completely rewritten and modernized from the last edition to include cutting-edge information on the latest E-tools available to direct marketers. It now includes real-life business case studies from well known companies like Ford Motor Company, Dell Computer, NutraSweet, and more!
