Definitive Guide to Direct & Interactive Marketing: How to Select, Reach & Retain the Right Customers

by Merlin Stone

We've all been on the receiving end of bad direct marketing. It's a waste of time and money and alienates more customers than it wins. Good direct marketing, on the other hand, is a totally different story. Some companies are so good at it that they manage to repeatedly target the right customers. Their direct marketing is so sharp that it closes the sale and so consistently useful that customers just keep coming back for more. More importantly, it is no longer a specialist function in a separate department. Few marketing managers can afford to be without a decent understanding of direct and interactive marketing. The Definitive Guide to Direct and Interactive Marketing is the essential handbook for anyone who needs to make sure their direct marketing works. Bad direct marketing isn't called junk mail for nothing. It's a waste of money and alienates more customers than it wins. This is a guide to effective direct marketing - the best and most cost-effective way of targeting, winning and retaining new customers.

412 pages, Paperback

First published January 1, 2003

About the author

Merlin Stone is a sculptor and professor of art and art history, perhaps best-known for her feminist book, When God Was a Woman.

Biography
Merlin Stone became interested in archaeology and ancient religions from her study of ancient art. She taught at the State University of New York at Buffalo. From 1958 to 1967 she worked as a sculptor, exhibiting widely and executing numerous commissions. (According to the author's information on the 1976 Harcourt edition of When God Was a Woman).

She spent a decade on research before writing the book published in the UK as The Paradise Papers and then in the U.S. as When God Was a Woman (1976). It describes her theory of how the Hebrews suppressed allegedly goddess-based religions practiced in Canaan and how their reaction to what she asserts as being the existing matriarchial and matrilineal societal structures shaped Judaism and, thus, Christianity.

Her other major work, Ancient Mirrors of Womanhood collects stories, myths, and prayers involving goddess-figures from a wide variety of world religions, ancient and otherwise. Stone's hypotheses are radical and challenging to the accepted views of antiquity, and as such they remain controversial. She is the author of numerous short stories, book reviews, and essays, including 3,000 Years of Racism.

She passed away on the 25th of February 2011 in Daytona Beach after a long painful illness.