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Review title: Good book for entrepreneurs
Product review: Especially useful because it describes how Direct Marketing is different from other marketing/advertising.Many marketing books are aimed at large corporate end of town. However this book is great for both large and small businesses. In fact if you are a small business then this book may save you from wasting money on campaigns where you don't sufficient funds to get bang for your buck.The thing I liked most about the book, other than being easy to read, was that it contained loads of tips and techniques that I could use straight away in my business.My only criticism is that the book is too orientated toward physical mail campaigns. The book also covers trade-shows and internet-based marketing, although some of the internet-based methods have been somewhat superseded.
