Successful Direct Marketing Methods

This is a good book for getting an overview of Direct Marketing. Itis, however, not up to date. From the time of the last publishing(1996, 6th edition) there have been many changes in the world ofdirect marketing. Some of the terminology is outdated, especially inthe chapter on creative writing. There is no mention of newer typesof direct marketing, i.e Loyalty Programs and the chapter on New Mediais thin, with scant info. on the internet. (This review refers to a previous edition of this title.)

Mr. Stone lays out in complete and easily to understand terms, the essential techniques for planning objectives and strategies and properly using tactics.Every direct marketer has read this book and uses its guidelines for timeless, quality, financially successful direct marketing planning.I encourage you to read it.