MARC record from Internet Archive

LEADER: 04821cam 2200445 a 4500
001 ocm30593588
003 OCoLC
005 20201110114301.0
008 940519s1994 nyua b 001 0 eng
010 $a 94021330
040 $aDLC$beng$cDLC$dJBO$dUKM$dBTCTA$dYDXCP$dOCLCG$dPSM$dOCLCO$dOCLCF$dOCLCQ$dI8M$dOCLCQ$dCSJ$dOCLCQ$dCPO$dOCLCQ
015 $aGB9502754$2bnb
020 $a0070041954
020 $a9780070041950
035 $a(OCoLC)30593588
050 00 $aHF5415.126$b.B34 1995
082 00 $a658.8/4$220
100 1 $aBaker, Sunny.
245 10 $aDesktop direct marketing :$bhow to use up-to-the-minute technologies to find and reach new customers /$cSunny Baker, Kim Baker.
260 $aNew York :$bMcGraw-Hill,$c©1995.
300 $axix, 391 pages :$billustrations ;$c24 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references (pages 354-359) and index.
505 0 $aIntroduction: This Book Will Revolutionize Your Direct Marketing Programs -- 1. Direct Marketing and Desktop Tools: An Overview -- 2. Choosing a Direct Marketing Computer -- 3. More Equipment and Devices for Your Desktop Marketing System -- 4. Direct Marketing Software Tools -- 5. Data and Research Tools for Desktop Direct Marketing -- 6. The Online World of Direct Marketing Opportunities -- 7. Desktop Advertising and Media Placement -- 8. Direct Mail from the Desktop -- 9. Desktop Publishing -- How to Produce Promotional Materials and Catalogs from the Desktop -- 10. Desktop Direct Telemarketing -- 11. The Future of Desktop Direct Marketing -- Resources for Desktop Direct Marketing.
520 $aResponsive, profitable direct marketing (DM) programs can now be managed from concept to fulfillment by anyone with an appropriately equipped personal computer! If you haven't added desktop power to your DM arsenal yet, the time to act is now - because your competition is gaining on you. And the place to find expert guidance is here, in the first book that propels DM into the desktop age. Desktop Direct Marketing is your complete road map to this revolutionary new approach. Written by direct marketers for direct marketers, it leads you step by step through the applicable technologies and their uses in DM programs of all sizes. Whether your current efforts emanate from a corporate mainframe or a single-user 386 - and no matter if your yearly mailings number in the thousands or millions - you'll learn how to enhance your DM strength through a rich and growing array of new techniques. With a wealth of photos, illustrations, case studies, and how-to savvy, the authors cover everything needed to maximize desktop direct-response success:. Tools that put you in the fast lane. What computer configurations are best suited for DM purposes? When should you invest in new systems, and when can you get away with upgrades? Which peripheral devices do you need? How about software? Using brand names, the Bakers evaluate and explain the dizzying array of choices - and help you assess your own needs. (This "consumer's guide" aspect of Desktop Direct Marketing is worth the price of the book alone!). Technologies you can't afford to overlook. Online services. Databases. Electronic mail systems and bulletin boards. Desktop publishing. Multimedia presentations. By learning to identify the DM potential in each, you'll save time and money on mailings, information searches, market tests, media placement, and other key areas (even telemarketing). There's even a resource guide that helps you locate and sort through these technologies "at a glance." The bottom-line benefits? Reduced time to market ... increased visibility ... lower distribution costs ... and quicker response to buyer needs ... to name just a few. (And with 13 million catalogs and billions of direct mailers distributed each year, can you afford not to try a new approach that cuts through the direct-response barrage?). Desktop-based DM is where the industry is heading, and early adopters will gain the sharpest edge. So if you're ready to take direct marketing to a whole new level of productivity and profitability - without even leaving your desk - open this pioneering book and begin!
650 0 $aDirect marketing$xData processing.
650 0 $aDatabase marketing.
650 7 $aDatabase marketing.$2fast$0(OCoLC)fst00888055
650 7 $aDirect marketing$xData processing.$2fast$0(OCoLC)fst00894547
700 1 $aBaker, Kim,$d1955-
938 $aBaker and Taylor$bBTCP$n94021330$c$27.95
938 $aYBP Library Services$bYANK$n36305
029 1 $aAU@$b000010013081
029 1 $aNZ1$b183776
029 1 $aNZ1$b4453450
029 1 $aUNITY$b032744218
994 $aZ0$bP4A
948 $hHELD BY P4A - 241 OTHER HOLDINGS