Chet Meisner has spent more than 20 years creating direct marketing programs for over 50 companies including such distinguished names as Sharp Electronics, Oracle Corporation, Prudential Bank, Peachtree Software, Fleet Finance, MCI, Wells Fargo Bank, and many others. He is president of Atlanta-based Meisner Direct, Inc., is a frequent speaker at industry conferences, and has held numerous leadership positions in a variety of marketing organizations.
"Chet's knowledge of direct marketing goes long and deep. His expertise is invaluable-this book will help any business looking to implement smart and effective direct programs to succeed."-Rena Kilgannon, President, Kilgannon, Inc. "Chet Meisner's The Complete Guide to Direct Marketing is a highly practical and comprehensive guide to direct marketing. What I particularly liked about this book is the integrated approach to all types of direct marketing: mail, phone, e-mail campaigns and their use as lead generation for the sales force."-Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University "The title says it all. You can spend millions of dollars figuring out what really works in direct marketing, or you can buy this book and get results immediately. It's packed with real-world, practical advice and examples. I just wish Chet had written it 20 years ago."-Chris Coleman, author, The Green Banana Papers
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