Exploring Direct Marketing (Paperback)

by Lisa O'Malley (Author), etc. (Author), Maurice Patterson (Author), Martin Evans (Author)

3.0 out of 5 stars See all reviews (1 customer review)

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Product details

Paperback: 492 pages
Publisher: Thomson Learning (24 Sep 1998)
Language English
ISBN-10: 1861524021
ISBN-13: 978-1861524027
Product Dimensions: 24.5 x 18.9 x 2.2 cm

Average Customer Review: 3.0 out of 5 stars See all reviews (1 customer review)

Amazon.co.uk Sales Rank: 771,158 in Books (See Bestsellers in Books)
Popular in this category:
#85 in Books > Business, Finance & Law > Sales & Marketing > Direct

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Product Description

This volume is a UK/European text on direct marketing. It is a core introductory text for courses on direct marketing at undergraduate level and a supplementary text for courses in marketing communications or distribution. The text takes the student through the origins of direct and database marketing, various aspects of DM, privacy legislation and the role of DM in the marketing mix.

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3 of 3 people found the following review helpful:

3.0 out of 5 stars Doesn't 'explore' so much as 'explain'. Good though., 19 Aug 1999

By A Customer

An accessible, intelligently, attractively presented understanding and comparison of the tools and techniques at the disposal of direct marketers.

You'll get a really thorough grounding on the pros and cons of methodologies and why and when you should be employing different strategies.This is kind of 'exploring' direct marketing. I would have liked a more daring exploration of how direct marketing can redefine and rearticulate its skills and benefits for a changing marketplace and especially for one-to-one marketing.

The book includes the basic techniques, formulae, calculations but not in enough detail to enable you to apply them. The database chapter in particular was disappointing in this respect. More industry-specific applications and examples would really help give readers more of a sense of being 'equipped'. The Case Studies try to illustrate several points at once and act as chapter summaries. These are good, but more examples and case studies scattered throughout to illustrate specific items would be useful. The structuring of the book is intuitive and the writing is down-to-earth.The end-of-chapter questions are a good way to summarise and test your own understanding.

The Web chapter raises more questions than it answers I think and more space could be given to explanations of interactive technology. Also the index is really poor.

I wanted to complete and formalise a few years DM-related experience and this was a really good choice. Left me wanting on one-to-one, the database and the Web.

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