This book is the greatest book i read in my life. it is very easy to read,contains alot of things you will not find it in any book. the book is thegood ref. to any one working in marketing, and i hope every one read thisbook and University set this book to be studied .Product Description
Filled with an explosive blend of critical thinking and practical know-how, Power Direct Marketing promises to motivate, inspire and educate you on how to become a better direct marketer. From planning a direct response effort (including setting objectives, timetables, and budgets), to targeting the best prospects; from making offers that guarantee responses to developing creative approaches that sell, acclaimed author Ray Jutkins will show you how to make your direct marketing ideas come to life.Praise for Power Direct Marketing, Second Edition:"This book is like getting an expert in a box who is deeply interested in your business and whom you can consult again and again. Ray Jutkins writes in a personal, engaging style that grabs and holds.Wisdom and experience for the taking." -- Ruth P. Stevens, Director, Direct Marketing, IBM Software Group"There are lots of books about the science of direct marketing and Power Direct Marketing has science, too. Ray Jutkins does a better job than most sharing the emotional core and heart of this fascinating business . . . it's chicken soup for your direct marketing soul." -- Robert C. Hacker, President, The Hacker Group, Ltd."I nominate Ray Jutkins as the official 'clarifier' of the direct marketing industry. Ray has the unique capability of making complicated procedures seem simple . . . and he presents his knowledge with a magical combination of clarity and good humor. The 'Direct Marketing Schedule' alone is worth at least ten times the price of this book." -- Herschell Gordon Lewis, Chairman, Communicomp and best-selling business author"Direct, crystal-clear, this book is, in my view, the 21st century playbook for marketers.As sure as sunrise, as personal as a pinch, Ray's 8ight Point Market Action Program targets my marketing intentions with outrageous precision. It yields me enhanced market penetration and higher profits. It is my marketing bible." -- Burt Dubin, Marketing Director, Personal Achievement Institute"For years I've treated the first edition of Power Direct Marketing as my direct response bible, and Ray Jutkins as my guru. The second edition expands beyond the fundamentals and neatly links Ray's proven ideas with E-mail, the Web, fax, and other electronic media that are revolutionizing direct marketing today. I recommend it highly." -- Bob Bly, author, Business to Business Direct Marketing"Ray's explanation of the basics and the analysis of the reasons why, are, as usual, right on the target--He's done it again only its easier to follow with all the back-up you'll ever need." -- Robert O. Pollard, President, Webtrend Direct, Inc.
From the Back Cover
Filled with an explosive blend of critical thinking and practical know-how, Power Direct Marketing aims to motivate, inspire, and educate readers about successful direct marketing. Acclaimed worldwide for his unique ability to turn abstract concepts into concrete and actionable ideas, author Ray Jutkins engagingly describes how direct marketing works and shares his top secrets on how to make it work better. Power Direct Marketing includes valuable, insightful information on every step of a direct response effort, from thorough planning (including setting objectives, timetables, and budgets), to targeting the best prospects; from making offers that guarantee responses to developing creative approaches that sell. Examples drawn from real direct marketing strategies illustrate the keys to successful campaign execution.The revised second edition includes brand new information on using E-mail, websites, and other high tech tools for direct response efforts; ample new case studies of successful direct marketing methods in action; and a slew of new examples, hints, tips and tricks-of-the-trade drawn from the author's huge arsenal of direct marketing experience.Whether you are still learning the ropes or are a seasoned direct marketing pro, Ray Jutkins will encourage and excite you. Power Direct Marketing will make your direct marketing ideas come to life.
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