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Direct Marketing Success: What Works and Why (Wil Ey Series on Business Strategy)
Direct Marketing Success What Works and Why - Wil Ey Series on Business Strategy Author:Fillman Gosden For people who are thinking of starting a mail order business, or those involved in or planning to get into the direct marketing industry, this nuts-and-bolts guide explains the ``how'' and the ``why'' of the concepts and the techniques that make direct marketing work. Direct Marketing Success shows why list selection is crucial, and then... more » shows how to do it, how direct mail can dramatically increase sales force efficiency, and how to create winning packages. Written the Direct Marketing Association's ``Man of the Year'' for 1985, and AdWeek's direct marketing columnist.« less