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Response: The Complete Guide to Profitable Direct Marketing Hardcover – 2002

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Product Details

  • Hardcover
  • Publisher: Oxford University Press, USA (2002)
  • Language: English
  • ISBN-10: 0195158695
  • ISBN-13: 978-0195158694
  • Product Dimensions: 23.9 x 3 x 16 cm
  • Shipping Weight: 726 g
  • Average Customer Review: Be the first to review this item
  • Amazon Bestsellers Rank: #1,522,551 in Books (See Top 100 in Books)
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Most Helpful Customer Reviews on (beta) HASH(0xa4847e40) out of 5 stars 5 reviews
10 of 11 people found the following review helpful
HASH(0xa47819cc) out of 5 stars Very basic, but good information Dec 27 2002
By Jay Friedman - Published on
Format: Hardcover
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.
2 of 6 people found the following review helpful
HASH(0xa4784bb8) out of 5 stars Direct Marketer's Dream Sept. 17 2002
By M. Taubleb - Published on
Format: Hardcover
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...
3 of 9 people found the following review helpful
HASH(0xa4fef2dc) out of 5 stars Very Disappointed...Not Even Close to the Info Needed for Success! Feb. 25 2006
By Monica Main - Published on
Format: Hardcover Verified Purchase
I've been in the direct marketing business for 13 years and I was looking for this book to at least match what I knew. I was very disappointed and felt that I was ripped off. This woman didn't know what she was talking about. The book is written in a non-user friendly fashion, almost like a college textbook. Half the time I didn't even know what she was talking about, and I've been in the business for quite awhile.

She doesn't give examples of copy or anything else that could have been useful to exemplify a direct response test.

Here's the deal: If you are serious about making money in mail order or direct response, don't get any of these waste-of-time books that "claim" to show you the business. The ONLY book that I've ever read that can (almost) exactly mirror exactly what I do for my $7-million per year business is a book by Vincent James called The 12-Month Millionaire which you can get on eBay (or type in on a search engine) since it's not a regular published book. The only thing I wouldn't follow in that book is the low priced items he recommends selling like wrinkle creams and weight loss pills (stick with information courses of $199+ with mail order as a RULE, ALWAYS). Lower end products of $99 or less will cause you to lose money in mail order EVERY TIME!!

Good luck!
1 of 6 people found the following review helpful
HASH(0xa476d390) out of 5 stars This new edition makes the best marketing book even better. Sept. 30 2002
By A Customer - Published on
Format: Hardcover
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.
0 of 7 people found the following review helpful
HASH(0xa478ac60) out of 5 stars Brilliant-Enjoyable--a true masterpiece on Direct Marketing. Nov. 7 2002
By Andrea R. Nierenberg - Published on
Format: Hardcover
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!

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