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Bob Stone - Successful Direct Marketing
Methods.
The classic source of information on the direct marketing industry.
Includes practical tips and information on all phases of
direct marketing, from creative to management and evaluation
of a campaign.
Don Libey - Libey on change: Super
forces and Social forces in the Marketing Future.
This book is for CEO's and senior managers of companies who have
little time to think about economic, political, social and technological
influences on their businesses. This book will make you
think about forces that you may not have thought about in relation
to your company.
Philip Kotler - Principles of Marketing
A comprehensive introduction to modern marketing that shows students
how to apply the basic concepts and practices used in many settings
and situations.
Ed Burnett - Complete Direct Mail
List Handbook: Everything You Need to Know About Lists and How
to Use them for Greater Profit.
Tricks-of-the-trade in list development. These helpful
tips provide a thorough analysis of every criterion which differentiates
one list from another, or one segment of a given list from another.
Jim Kobs - Profitable Direct Marketing.
How to benefit from the effective and enduring technique of direct
marketing, including how to start and improve direct marketing
business.
Herschell Gordon Lewis - Sales Letters
that Sizzle.
This book gives you every tested and proven rule, tool, guideline,
trick of the trade for writing sales letter. With many
examples of letters that work and don't work and why.
Herschell Gordon Lewis and Carol
Nelson - Worlds Greatest Direct Mail Sales Letter.
Thoughtful commentary and more than 100 fully illustrated examples
revealing the 'tricks' of direct mailing.
JoAnna
Brandi - Winning at Customer Retention.
101 ways to keep 'em happy, keep 'em loyal and keep 'em comming
back!
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