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.

Key Features

Shows how to plan and implement effective direct marketing campaigns A practical manual full of insider-tips on lifting response rates Best practice cases from blue chip companies

Readership

Direct marketers; Marketing Managers; Managers planning direct mail campaign; CAM students; CIM Advanced Certificate students; CIM Diploma students; IDM Certificate & Diploma students

Table of 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.

Details

No. of pages:
360
Language:
English
Copyright:
© 2002
Published:
Imprint:
Butterworth-Heinemann
Print ISBN:
9780750624282
Electronic ISBN:
9780080504605

About the authors

Matthew Housden

Affiliations and Expertise

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

Brian Thomas graduated from University of College of Wales, Aberystwyth where he also obtained his doctorate in plant physiology. Following post-doctoral study in Canada and the UK, he worked as a research scientist at the Glasshouse Crops Research Institute which later became Horticulture Research International. In 1995 he moved to HRI Wellesbourne where he is Head of the Molecular and Environmental Physiology Department. He is currently a Vice President of the Association Internationale de Photobiologie.