June 2007
Intermediate to advanced
448 pages
13h 28m
English
Content preview from Commonsense Direct and Digital Marketing, 5th Edition
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Testing Versus Research – and Other Matters
‘The golden rule is that there are no golden rules.’
George Bernard Shaw
‘Always challenge dogma.’
Leonard Freeman
By now, I hope, you will have been persuaded of the virtues of testing. But these virtues should not blind you to the value of research.
I get rather irritated at the lack of imagination shown by some direct marketers. If you tell them a PS generally increases response, they immediately assume every letter in every mailing should have one. If you point out that reversed-out type is harder ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.