Commonsense Direct Marketing

Rating:
Summary: perfect to understand the practical side of marketing
Review: I read a number of marketing books before this one,but after read Drayton's book I understand how to create and execute a direct campaign.The best side is,I think, the simple words due to the writer experience in the marketing business .If you are looking for the best combination of experience and easy reading with a ''How to...'' aproach ,this book is the best.

Rating:
Summary: Great book for a learner
Review: Possibly a great book for those that know something alreadytoo, just look at the endorsements. Not a step by step book - no hardand fast rules to DM - goes to the principals derives guidelines and provides examples. A good approach that suited me - I always want to know why something should be done a certain way not just follow a prescription.

Rating:
Summary: This is it! Everything you need to know about the business
Review: This book contains all of the information you need to know about direct marketing. It puts aside the myth regarding the 1-2% return on mailings. I had no idea that a 50% return was possible! The book is full of proven advice and tips; planning, list selection, the offer, pricing...it goes on and on. Reading it from cover to cover gave me the information necessary to execute my own mailing which cost me less than $200 but reaped close to $100,000. Read it!