by Chet Meisner
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Product Description
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.
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Average Customer Review:
5 of 5 people found the following review helpful:
 A beginner's book. Too much background info on Direct Marketing., 2007-05-30
After reading the reviews, I thought this book was what I was looking for (a book to help me improve my direct marketing campaigns). However, after reading it, it is for someone who is getting into direct marketing and needs a crash course. It has sections that provides tips to improve copy or creative, but most of the book is foundational stuff. He tries to ingrain that Direct Marketing is a strategy and repeats it way too much times throughout the book.
1 of 1 people found the following review helpful:
 Complete For This Beginner, 2007-03-31
I needed a quick read to get my first direct marketing campaign started. This book provides comparisons to other marketing techniques and direct marketing examples. Also, it provides guidelines for approaching your audience and testing your approach. Easy read. I will read this book again to fine tune my approach down the road.
2 of 4 people found the following review helpful:
The Complete Guide To Direct Marketing, 2006-07-02
If you are looking for ways to make your direct marketing efforts more effective, more profitable, Chet Meisner's "The Complete Guide To Direct Marketing" is a must read.
What's really first-rate about the book is the up-to-date information that includes the new marketing technology, along with a good review of the classic elements of a successful direct marketing campaigns. This is definitely a book for pro's and new marketers who plan to use direct marketing.
M.E. Newton, President, Dirmark Group, Inc.
2 of 4 people found the following review helpful:
Cover says it , 2006-06-20
cool cover and yes this book shows exactly how to find the red umbrella people and move them down the buying path.
12 of 13 people found the following review helpful:
Marketing should Drive Sales - This Book tells you how., 2006-06-19
For business people who have to sell stuff, this is the best, most up-to-date book on direct marketing I've seen. A lot of the other direct marketing books are second and third editions of older books that seem like they were written when direct marketing was just about direct mail. But Chet Meisner's book is more up-to-date and, in addition to covering "snail mail", he also provides practical advice on direct marketing on the Internet, email, television, radio, print, and the latest technologies like interactive DVR and text messaging --- how to do them and where to get lists for them etc
I really liked the chapters on strategy and business metrics. It helps a lot to understand how to plan your marketing and track your results so you can prove the success of your program on the bottom line: something I have to do every day. And the case studies were really great and informative. The chapter on creative was really helpful. I didn't realize there were so many "rules" for direct marketing copy and art. Also the chapters on lists and databases were very thorough.
There are definitely longer direct marketing books out there (this one is about 280 pages) but this book seems to be just long enough. You get the sense that the author has really "been there and done that." ---no soft fluff or useless theories for filler. Useful facts on every page. If you're looking for a way to increase your bottom line with direct marketing this book will definitely help you learn what you need to know without making you slog through a lot of extra text.
Mark Buckingham
VP Sales and Marketing
Callpod
www.callpod.com
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