Direct marketing is a trillion-dollar industry and a marketing discipline that produces the bottom-line results most companies want to achieve. Many businesses are becoming more aware of the potential direct marketing offers, and as new technologies and opportunities emerge, more marketers are including this discipline in their marketing mix.

In The Complete Guide to Direct Marketing: Creating Breakthrough Programs That Really Work master marketer Chet Meisner provides a step-by-step overview of direct marketing from strategic approach to execution. You will learn important insights and essential tricks of the trade, including:

·The strategic role direct marketing can play in your overall marketing programHow to buy lists and manage your data effectively

·The time-tested ways to create powerful direct marketing creative

·The most common rules for direct marketing that work in all the media including email, web sites, mail, print, and broadcast

·How the discipline of direct marketing can have a direct impact on a company’s sales and profitability

The Complete Guide to Direct Marketing: Creating Breakthrough Programs That Really Work is the complete primer for any marketing professional engaging in direct marketing, including veterans and those new to the discipline. Cover-to-cover this valuable guide includes the essential information you need to be a successful direct marketer and brings it to life with actual case studies from well-known companies and more than 50 charts, illustrations, tables and other graphics.