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Streetwise Direct Marketing£ £ George Duncan Öø£ 
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Direct Mail isn't about flooding your prospects with junk mail-it's about reaching your customers by using procen,effectice methods to tell them about your product or service Whether you are send-ing direct mail pieces or using the Internet,Streetwise Direct Marketing can help your business grow and succeed.
With Streetwise Direct Marketing,you will have checklists and case studies at your fingertips to help you clarify complex issues and make critical business decisions.The book also includes plenty of proven hints and tips that you can apply to your direct marketing program.A complete resource section-including online refer-ences-makes this the perfect starting point for keeping up with future develop-ments in the field.
With Streetwise Direct Marketing,you will have checklists and case studies at your fingertips to help you clarify complex ixxuse and make critical business decision.The book also includes plenty of proven hints and tips that you can apply to your direct marketing program.A complete resource section-including online refer-ences-makes this the perfect starting point for keeping up with future develop-ments in the field.
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Acknowledgments
Foreword by Pierre Passavant
SECTION I:THE BASICS
CHAPTER 1:
Introduction-Direct Mail and the Dynamics of Response
CHAPTER 2:
The Offer-Key to response
CHAPTER 3:
Interactive Design
SECTION II:THE NUTS AND BOLTS
CHAPTER 4:
What Does It Cost to Do a Mailing?
CHAPTER 5:
What Kind of Results Can I Expect?
CHAPTER 6:
Finding Your Way Through the Mailing List Swamp
CHAPTER 7:
Database Marketing-the Camel in the Dark
SECTION III:THE CREATIVE PROCESS
CHAPTER 8:
Writing for Response:Direct Mail Copywriting
CHAPTER 9:
The Direct Mail Package
CHAPTER 10:
Writing and Designing Response Advertising
SECTION IV:THE SUPPORTING CAST
CHAPTER 11:
Alternative Print Media:A Low-Cost Prospecting Tool
CHAPTER 12:
Telemarketing:Reach Out and Touch Profits!
CHAPTER 13:
Catalogs
CHAPTER 14:
Trade Shows
SECTION V:THE INTERNET:MARKETING'S 8---POUND ELECTRIC GORILLA
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APPENDICES

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