A complete hands-on guide to today's hottest new direct marketing techniquesbl11Consumer-Guided Marketing (CGM) promises to forever change the way companies reach their customers. Offering a radical alternative to traditional scattershot direct mail techniques, CGM employs a pre-selection process to target potential customers with a much higher degree of accuracy than ever before possible. Rather than using broad and notoriously unreliable demographic information, such as matching zip codes to income brackets, CGM marketers use highly focused questionnaires to identify individuals who are the most likely to buy and then develop direct mail letters, brochures, envelopes, and other material designed specifically for that group.

Consumer-Guided Marketing is a practical resource for marketing managers, marketing analysts, direct mail copywriters and graphic designers.

• Satisfies the huge and growing demand for nuts-and-bolts information about today's hottest new direct response marketing technique



• Teaches by example with dozens of real-world examples of direct mail packages that work, and those that don't



• Written by one of North America's most sought-after direct marketing consultants and trainers

DICK SHAVER (Boston, Massachusetts) is a marketing consultant specializing in direct response marketing. Clients who have attended his popular 3-day intensive CGM seminars include Aetna Insurance, American Express, AT&T, Chemical Bank, Digital Equipment, General Motors, and Fingerhut.