Direct Marketing: Strategy, Planning, Execution
by Edward L. Nash. (Fourth edition) McGraw-Hill

Over 100,000 sold. Available in six languages. Amazon rating:

A Must Read for Marketing Professionals
“When I first ordered Direct Marketing it sat untouched on my desk for several weeks. At two inches thick (I measured it), I was dreading another boring tome that took a thousand words to say what could have been covered in ten. When I finally cracked the cover, I was pleasantly surprised.

Not only is Direct Marketing devoid of fluff, every word is packed with the insight of a gentleman who has obviously earned his knowledge from the school of hard knocks. As I continued to read the fourth edition of Direct Marketing I found that it is more than a book on direct mail, it’s an essential read on marketing in general:

• Nash makes it easy to understand the importance and mechanics of marketing measurement and metrics.
• While emphasizing the accountability and predictability of direct marketing, Nash does not discount general marketing knowledge.
• Nash makes planning practical and concise. The chapter on marketing plans is the best coverage of the topic that I’ve seen.
• The Internet and other interactive vehicles are fully embraced.

  In short, if you’re a marketing professional, buy this book.”

  — Reader Bob Pinna for Amazon Books

  “Practical know-how...”
  “Somehow Ed Nash has managed to stay in the forefront of Direct Marketing developments. Given the magnitude of recent changes, that’s not easy! This worthwhile book is up-to-date and readable as well. It remains an excellent source of practical know-how.”

  — H. Robert Wientzen, President, Direct Marketing Association.

  “Indispensable...”
  “Along with the emergence of Direct Marketing as a major force in our economy has come an army of specialists. But the great generalists who were present at the creation of modern direct marketing, those who lived through it all, understood it all, and played many roles in its development, are few and far between. Ed Nash is one of that rare breed, and the only one to have written so completely and brilliantly about every aspect of this important marketing discipline.”

— Thomas L. Collins, coauthor of MaxiMarketing, cofounder of Rapp & Collins agency.

“Easy to understand...”
“Once again Ed Nash takes all the complex elements of direct marketing and brings them together in one easy-to-understand book. It’s all here - the lessons of the past and the newest breakthroughs, the creative arts and the analytical sciences, the fundamental of mail order and the subleties of database systems. It’s the book I give to staff members who want to move up or to friends who want to enter this exciting field.”

— Martin Edelston, Chairman, Boardman, Inc.

“A must-read...”
“A must-read for anyone interested in improving the performance of direct marketing programs. Covering essentials of both strategy and implementation, it is a primary and advanced text on how to do direct marketing right!”

— Kevin J. Clancy, PhD Chairman,
Copernicus Strategy Group, Professor of Marketing, Boston University

OTHER BOOKS BY ED NASH

Database Marketing. McGraw-Hill.

The Direct Marketing Handbook. (First ed.)

The Direct Marketing Handbook. (Second ed.)

Editions in Spanish, Portuguese, Korean, Italian, Czech.