CHAPTER 1Why Go Direct?
Every semester for the past five years, students have been crowding into a small, overheated classroom at New York University. These are not your ordinary degree-seeking students -- these are innovators, inventors, importers, advertising account managers, catalog publishers, entrepreneurs, and small-business owners. They've all come to my class on Direct Marketing to learn what this industry's insiders already know: that Direct Marketing is the fastest growing, most cost-effective method of selling products and services in our country today.
Direct Marketing -- a measurable, tested marketing...