01385nam a2200277Ia 4500 TVU_12963 210423s9999 xx 000 0 und d 0195158695 9780195158694 eng 658.84 L428 Geller, Lois K. Response the complete guide to profitable direct marketing Lois K. Geller Oxford,New York Oxford University Press 2002 xxi, 360 p. ill. 25 cm The new Revised Edition of Response offers all marketers, in any size company, a strategy for creating and sustaining a profitable Direct Marketing program--both on- and off-line. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, Geller explains how to create profitable direct mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and more. Plus, she shows how all of these strategies can be applied to Internet direct marketing, including loyalty programs, online catalogs, fulfillment and customer service, and more Direct marketing Lois K. Geller Trung tâm Học liệu Trường Đại học Trà Vinh