Loaded with detailed advice and scores of examples from companies' actual camapaigns, Response! is an excellent resource for novices and experienced marketers alike, at small businesses, start-up ventures, and large corporations. The book covers all facets of direct marketing, building from the basics of creating and using direct mail ads, and catalogues, to more advanced techniques including loyalty programs, overseas marketing, and the Internet. Illustrations throughout.

Response 1996, Free Press, New York, NY

ISBN-13: 9780684827414