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ISBN: 0844232432Издательство: McGraw-Hill
"Good business-to-business direct marketing is no accident. The second edition of Bob Bly's book helps direct marketers of all experience levels eliminate guesswork. This book belongs on the bookshelf of every direct marketer. Unlike other books, you'll be going back to this one so often it will never gather dust. Cookbooks are helpful, but the real value of Business to Business Direct Marketing is the wealth of experience that Bob Bly brings to each page. From high-level strategy to copywriting hints and tips, this edition is packed with gold nuggets of advice." -- Marc Russman Manager, Direct Marketing Skills Development IBM "The most successful business-to-business direct marketers always had an important edge over their competitors; they knewall the tools and techniques better than their competitors--and they knew how to use them. Bob Bly's new book levels the playing field. He discloses all the insider's secrets so every business-to-business direct marketer will have the...