Streetwise Direct Marketing

Especially useful because it describes how Direct Marketing is different from other marketing/advertising. Many marketing books are aimed at large corporate end of town. However this book is great for both large and small businesses. In fact if you are a small business then this book may save you from wasting money on campaigns where you don't sufficient funds to get bang for your buck. The thing I liked most about the book, other than being easy to read, was that it contained loads of tips and techniques that I could use straight away in my business. My only criticism is that the book is too orientated toward physical mail campaigns. The book also covers trade-shows and internet-based marketing, although some of the internet-based methods have been somewhat superseded.

George Duncan's breakthrough book is a master's course in direct marketing. It's packed with e-commerce brilliance and effective classic techniques that make it a MUST-have book for every samll or large business!

Finally, information you can really use from one of the industry's best! I've attended many a seminar in the hopes of uncovering the kind of information that George Duncan revels here. Whether you're a direct marketing copywriter or in the job of determining and evaluating the approach - this book is for you! I know I'll turn to it every time I start a direct mail campaign.