Author Description

The New Direct Marketing, Third Edition, is your key to developing customized, customer-focused marketing programs and strategies. Detailed concepts are explained and supported with easy-to-understand graphs, charts, and case studies, giving you the tools you need to: offset skyrocketing marketing costs by customizing the sequence and flow of your communications; target promotions and bonus offers based on your customers' previous purchases, buying patterns, and stated preferences; and create ongoing customer dialogues, giving you a constant incoming stream of valuable demographic, psychographic, and lifestyle data.