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Book Description
This text describes, and demonstrates through examples and case studies, how to adopt the methods, technology and techniques pioneered in direct marketing and apply them in the broader context of integrated marketing.
Product Description
This text describes, and demonstrates through examples and case studies, how to adopt the methods, technology and techniques pioneered in direct marketing and apply them in the broader context of integrated marketing.;The opening sections of the book define what direct marketing is and explain why individual customer focus should be the aim of every marketer. The book then goes on to show how to collect and use data about customers by the use of one-to-one customer marketing databases. Planning direct marketing campaigns with an integrated marketing context, marketing communications, testing campaigns, evaluation, and the likely effect of new technology are also considered.
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First Sentence
Once upon a time there were people who knew exactly how to do marketing. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Once upon a time there were people who knew exactly how to do marketing. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
4 of 6 people found the following review helpful
Format:Paperback
I am gaining a tremendous amount of knowledge on direct marketing from this book. It Provides a good comprehensive overview on the subject. Probably more appropriate for the novice than the expert but of some value to both.
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1 review
1 of 1 people found the following review helpful
Thumbs up!
10 Mar 1999
Format:Paperback
I am gaining a tremendous amount of knowledge on direct marketing from this book. It Provides a good comprehensive overview on the subject. Probably more appropriate for the novice than the expert but of some value to both.
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