Kennedy dares marketers to dramatically simplify their marketing, refocusing on what works. Updated to address the newest media and marketing methods, this mark

Veteran business marketer Bob Bly unlocks the secrets behind the seven key strategies and tactics of business-to-business direct marketing. He takes the reader

This revised te×t includes coverage of electronic commerce, database marketing and research into direct and on-line marketing.

Despite its long and profitable history, no one has assembled a single collection of all the basic secrets (or rules) of direct marketing. Until now. In these p