For Millennials, Direct Marketing Books Aren’t Catching Up

Lucy and Ethel on the Chocolate Factory conveyor belt faced a daunting task. That’s what it must like to try to create a current direct response marketing book.

I’ve been teaching as an adjunct for more than 10 years — mostly advertising research and marketing courses. But only recently have I had the opportunity to teach a class devoted entirely to direct response. When I began to put the course together for Rowan University, I was looking for a general direct marketing book that students could acquire inexpensively (used on Amazon or another used book site) that I would supplement with additional resources.