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| DIRECT MARKETING IN PRACTICE
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To order this title, and for more information, click here
By
Matthew Housden, Principal Lecturer in Marketing, University of Greenwich Business School; Tutor and Senior Consultant at the IDM; full member of the Market Research Society and ESOMAR; and member of CIM
Brian Thomas
Description
Direct Marketing in Practice is a practical manual for all managers and marketers getting to grips with the powerful techniques available
to skilled direct marketers.
The book shows how to:
– Plan a direct marketing campaign – Integrate new technology with conventional
direct marketing practice – Maximise the impact, efficiency and return on investment of your activites – Evaluate the success of a campaign
- and improve on it next time!
Accessible and illuminating, each chapter in the book includes review questions and exercises to help
you practice what you have learnt. In addition, the authors have used their considerable experience in the field to assemble many examples
of best practice worldwide. These place the theory in a practical, real-world context, and demonstrate what a dramatic effect direct
marketing can have on sales and profitability.
Those contemplating or starting a career in direct marketing will find Direct Marketing
in Practice an invaluable guide to contemporary practice. It is essential reading for all undergraduate students of marketing and business,
as well of those undertaking professional examinations in this area.
Audience
Direct marketers; Marketing Managers; Managers planning direct mail campaign; CAM students; CIM Advanced Certificate students; CIM Diploma students; IDM Certificate & Diploma students
Contents
How direct marketing works; Developing a direct marketing campaign; Taking the long-term view; Collecting customer information; Using
your information; The marketing database; How to reach customers and prospects effectively; Direct marketing and the internet; The importance
of having an offer; How to increase responses through more creative marketing; The importance of testing; Evaluation, measurement and
budgeting; Choosing and briefing suppliers; Where to go for more information; Glossary.
| Bibliographic details |
Paperback, 360 pages, publication date: FEB-2002
ISBN-13: 978-0-7506-2428-2
ISBN-10: 0-7506-2428-0
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 42.95
USD 50.95
GBP 29.99
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076/734
Last update: 4 Sep 2009
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