Desktop Direct Marketing

Everyone knows direct marketing's vast capacity for expanding customer bases and increasing sales. But for many businesses, the costs of implementing traditional means of direct marketing are prohibitive - and the return on investment takes too long to materialize. Now smart marketers can take full advantage of direct marketing's potential, in a fraction of the time and at a much lower cost. This book explains and evaluates new technologies for creating and disseminating direct marketing - starting with no more than a personal computer - including the lastest software, on-line-services, databases, electronic advertising, and more. Packed with examples and checklists that help the marketer choose and use the right technologies, this one-step goldmine of tips and techniques also features an appendix of sources and a glossary of direct marketing terms.