Chet Meisner

A trillion-dollar industry poised for even greater growth, direct marketing is a discipline that produces results companies want to achieve, but it continues to be misused and misunderstood. In his new book, “The Complete Guide to Direct Marketing: Creating Breakthrough Programs That Really Work”, Kaplan Publishing, Chicago, direct marketing expert Chet Meisner demonstrates the process of creating highly effective direct marketing programs from strategic development to execution to measurement. The 320-page comprehensive primer covers the strategic role direct marketing plays in overall marketing programs; how to buy lists and manage data effectively; common rules for multi-media direct marketing; and the impact direct marketing can