Direct Marketing in Practice
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(What is this?)Product Description
Product 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.
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
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.
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
From the Publisher
As a former Chairman of Saatchi & Saatchi Direct and Managing Director of Ogilvy & Mather Direct, and with over 700 direct marketing campaigns to his credit, Brian Thomas is one of the most experienced direct marketers in Europe. Together with his co-author Matt Housden, he brings a wealth of practical case sollected studies of some of the best of current international practice, demonstrating:
Evaluation, measurement and budgeting
Choosing and briefing suppliers
Where to go for more information
Glossary.
Evaluation, measurement and budgeting
Choosing and briefing suppliers
Where to go for more information
Glossary.
Inside This Book
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First Sentence
As I write this, I am on my way to Hong Kong and Sydney to run the second public pan-Pacific course for the Institute of Direct Marketing's Diploma in Direct Marketing. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index
As I write this, I am on my way to Hong Kong and Sydney to run the second public pan-Pacific course for the Institute of Direct Marketing's Diploma in Direct Marketing. Read the first page
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Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index
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