he Complete Idiot's GuideA (R) to Direct Marketing provides succinct, authoritative coverage on all aspects of direct marketing, including: the fundamentals-planning, copy, design, lists, offers, and production; the guidelines-using specific formats and media; specific tips-on the most common applications of direct marketing, including subscriptions, lead generating, and mail order; and how to measure results--how to conduct statistically valid tests, interpret results, roll out successful progr...
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he Complete Idiot's GuideA (R) to Direct Marketing provides succinct, authoritative coverage on all aspects of direct marketing, including: the fundamentals-planning, copy, design, lists, offers, and production; the guidelines-using specific formats and media; specific tips-on the most common applications of direct marketing, including subscriptions, lead generating, and mail order; and how to measure results--how to conduct statistically valid tests, interpret results, roll out successful progr...
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