In "Response " Lois K. Geller, a leading expert in Direct Marketing offers all marketers, whether they work for small companies or large corporations, a strategy for creating and sustaining a profitable Direct Marketing program. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, Geller explains how to create profitable direct mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and Internet campaigns. With scores of examples drawn from Ford Motor Company, Mercury Records, J. Peterman, American Express, 1-800-Flowers, and other companies, "Response " is the authoritative source for Direct Marketing strategies and techniques.

Jack Clissold Executive Vice President, Ford Motor Credit Company Finally -- a real world approach to the art of direct marketing. This book will be viewed as a milestone work as American industry moves toward "relationship marketing." No one has done more than Lois Geller to define direct marketing from a practical perspective.



Anne McCall Simms General Manager, Skydome Hotel, Canadian Pacific Hotels & Resorts Lois Geller's direct marketing genius has been winning customers (and awards) for me for years...Now she has a true winner for herself. Lois' book is destined to be on the bestseller list for a long time.



Karen Quinn Vice President/Direct Marketing Education & Development, American Express Finally, a direct marketing book with a benefit headline. It got your attention. Now read the book and find out how you can grab the attention of your customers.