Offers advice on starting a direct marketing campaign, including tips on doubling response rates, writing creative copy, and evaluating mailing lists.

Veteran business marketer Bob Bly unlocks the secrets behind the seven key strategies and tactics of business-to-business direct marketing. He takes the reader

Kennedy dares marketers to dramatically simplify their marketing, refocusing on what works. Updated to address the newest media and marketing methods, this mark

If you are involved in field marketing, this is the book for you. Whether you are working within a company and seeking to employ a field marketing agency, or yo