The Dartnell Direct Mail And Mail Order Handbook

This edition has been revised to include new chapters on subjects as diverse as relationship marketing and international marketing research. The 36 contributors are all acknowledged leaders in their chosen field, with practical experience of marketing.

Denny Hatch gives an exclusive inside's look at the art and science of direct mail creative technique — copy approaches, design, formats, offers — unlike anything ever before assembled. This new and updated edition includes an overview, complete with illustrations, of new trends in direct mail.