TY  - BOOK
AU  - Thomas Brian
TI  - Royal Mail Guide to Direct Mail for Small Businesses / Find the right prospects, Control your costs, Make your mailshots work
SN  - 750627476
PY  - 1996///
PB  - Butterworth Heinemann
N2  - Preface, Introduction, Direct Mail and Other Advertising Methods, Why Direct Mail Works so Well, Information, Understanding Your Customers, Targeting and Segmentation, The Marketing Database - Your Own Private Advertising Medium, Mailing Lists (Rented or External), Communications, The Importance of an Offer, How to Increase Responses Through more Effective Writing and Design, Direct Mail Testing and Measurement, Services, When to Use Outside Suppliers and How to Choose Them, Royal Mail Services to Help You Develop Your Business, Campaign Planning, Campaign Planning and Management, Appendices, Glossary, Index
ER  -