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 companys 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.

“Chet Meisners The Complete Guide to Direct Marketing is a highly practical and comprehensive guide to direct marketing.  What I particularly liked about this book is the integrated approach to all types of direct marketing:  mail, phone, e-mail campaigns and their use as lead generation for the sales force.”Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University                                       

“The title says it all. You can spend millions of dollars figuring out what really works in direct marketing, or you can buy this book and get results immediately. Its packed with real-world, practical advice and examples. I just wish Chet had written it 20 years ago.”Chris Coleman, author, The Green Banana Papers

With a new emphasis on performance measurement and bottom-line results, corporations are now turning to direct marketing to help drive their financial objectives. This volume shows business professionals, marketers, and entrepreneurs how to execute strategic direct marketing programs that will drive substantial revenue.

Chet Meisner has spent more than 20 years creating direct marketing programs for over 50 companies including such distinguished names as Sharp Electronics, Oracle Corporation, Prudential Bank, Peachtree Software, Fleet Finance, MCI, Wells Fargo Bank, and many others.  He is president of Atlanta-based Meisner Direct, Inc., is a frequent speaker at industry conferences, and has held numerous leadership positions in a variety of marketing organizations.