Smart Business Solutions for Direct Marketing and Customer Management

by Gantenbein, Douglas

• ISBN13: 9780735606838
• ISBN10: 0735606838
• Format: Paperback
• Copyright: 1999-05-01
• Publisher: Microsoft Pr

Summary

Smart Business Solutions for Direct Marketing and Customer Management gives you the practical knowledge and skills you need to plan and execute direct-marketing campaigns and manage customers to make your small business grow and prosper. Case studies of successful small businesses and advice from an array of small-business experts show you how to find and maintain your greatest asset: loyal customers. And you get complete details on how to use popular software applications to make your direct-marketing and customer-management activities a success. Book jacket.

Author Biography

Douglas Gantenbein has been the Northwest correspondent for The Economist since 1988. He has written articles on small-business practices and technology for Small Business Computing, Home Office Computing, Success, and The Wall Street Journal. He is a graduate of the University of Washington and resides in Newcastle, Washington.

Table of Contents

Part 1 Direct Marketing That Gets Results
Direct Mail and the Small Business	3	(10)
Plan Your Way to Direct-Mail Success	13	(16)
Using Mailing Lists Effectively	29	(14)
Direct-Mail Copy That Sells the Goods	43	(18)
Producing the Direct-Mail Package	61	(18)
Printing and Mailing	79	(14)
Test for Success	93	(16)
Part 2 Customer Management That Builds Sales and Loyalty
The New World of Customer Service	109	(14)
You and Your Customer	123	(14)
Hiring and Training a Customer-Oriented Staff	137	(16)
Keeping the Customer Satisfied	153	(16)
The Pulse of the Customer	169	(10)
The Client Connection	179	(16)
The Web and Your Customer	195	(6)
Part 3 Appendixes
A Direct-Marketing Resources	211	(6)
B Customer-Service Resources	217