Beyond 2000: The Future of Direct Marketing by Jerry I. Reitman, James G. Oates

By Jerry I. Reitman, James G. Oates

Learn the way 28 experts from fields as various as communications, media, checklist brokerage, retail, publishing, and organisation administration consider tendencies will impression all direct advertising different types and notice inventive strategies, instruments, and methods that might upload new strength for your direct advertising arsenal. you will discover out tips on how to:
-- resolve the strategic demanding situations of a world environment
-- Craft messages that stand out
-- combine telemarketing into print, mail, and broadcast campaigns

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Extra resources for Beyond 2000: The Future of Direct Marketing

Sample text

Jerry Reitman brings the seers of the business together for a provocative look at what lies ahead. Chuck Tannen Chairman Direct Marketing to Business Conference It's not too early to start thinking about the direct marketing involvement in the year 2000. Jerry Reitman's Beyond 2000: The Future of Direct Marketing provides critical insight on what to expect and how to prepare for these new challenges and opportunities. Pat Corpora President Book Division-Rodale Press Beyond 2000 is a fine idea turned into a thought-provoking text well worth reading.

With this technology, we are able to determine who is buying what, when, how often, and in what quantity. That's where the advertising and marketing folks enter. Taking the data and turning it into direct marketing campaigns, among other communication vehicles, has become a key part of the marketing profession. New technologies, including interactive media, enable us to segment what was once a gray and faceless mass market. It's feasible todaywith scanner data and interactive mediato pare down that mass market, Page xvi tailoring messages to one person, one household, or one specific, targeted group of people.

Pat Corpora President Book Division-Rodale Press Beyond 2000 is a fine idea turned into a thought-provoking text well worth reading. The book challenges rather than purports to provide a blueprint for the future. Jerry Reitman deserves kudos for giving his profession something to think aboutit truly lights up opportunities for those who are smart enough to grasp the brass ring. Robert F. DeLay Editor/Publisher The DeLay Letter Change is the one constant force in direct marketing and in every direct marketer's life today.

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