Direct Marketing Success: What Works and Why (Wiley Series on Business Strategy) - Tapa dura

Sinopsis

Direct marketing is a business of numbers. It is a complex and difficult business, but the numbers make it understandable. Since every advertisement, phone solicitation and mailing can be measured by the responses generated, certain formulae and principles can be established. Once you have the numbers, you not only can find out what happened, but more important, why it happened. Understanding these"whys" makes it possible to relate to big businesses as well as small businesses, consumer efforts versus business-to-business efforts, services versus products, and, in short, your type of business. Product managers, vendors, advertising professionals and those wishing to start a business can all benefit.

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