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Rating: 
Summary: Very basic, but good information
Review: If you have NO direct marketing experience at all, this is a good place to start. It covers all the bases. From list generation and offer development to postal standards.However, if you do have some experience and are looking to increase your knowledge, there are other sources I would encourage you to check out instead.
Rating:
Summary: Very basic, but good information
Review: If you have NO direct marketing experience at all, this is a good place to start. It covers all the bases. From list generation and offer development to postal standards. However, if you do have some experience and are looking to increase your knowledge, there are other sources I would encourage you to check out instead.
Rating: 
Summary: Brilliant-Enjoyable--a true masterpiece on Direct Marketing.
Review: Lois is a master at taking a subject such as Direct Marketing and breaking it down so that anyone can pick it up--learn from her-implement and execute her ideas and suggestions--and become more successful!
She writes in such a way that you feel she is sitting with you every step of the way--helping you as you read each chapter. Her writing is fun, conversational and bottom line oriented in that the learning and knowledge is there for the taking.
I recommend this book to anyone with a thirst for knowledge. Lois is the master!
Rating:
Summary: This new edition makes the best marketing book even better.
Review: This book is so packed with practical guidance you can use immediately, I didn't even know where to start. I've worked for large companies and as an entrepreneur, and Lois's ideas on the value of relationship marketing are right-on. Unlike more "academic" authors I've read, she has many years of real-life business experience, so she knows the challenges we all face. The writing style is highly engaging - I finished it in a few days. I would heartily recommend this book to anyone whose livelihood depends on direct marketing, no matter how much you think you know...
Rating:
Summary: Great direct marketing book - especially for small business
Review: This is a great book on direct marketing. I think its directed more at small business owners than big corp. The focus is mainly on direct mail. But it also has a chapter about loyalty programs, campaign planning, customer relationship marketing and international direct marketing. All of these topics provoked me to get me a book on only realtionship marketing and loyalty programs. The makes it clear what you should consider when doing direct marketing.
Rating:
Summary: This new edition makes the best marketing book even better.
Review: Want to learn from the best? Than read this book. No academic mumbo jumbo. The author gives actual strategies used by real clients to make their businesses succeed and thrive. And in these rough economics times you need all the help you can get. Outstanding book and very highly recommended.
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