356 Pages
by
Routledge
358 Pages
by
Routledge
360 Pages
by
Routledge
Also available as eBook on:
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... Read more
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.
Biography
Brian Thomas, Matthew Housden
