Exploring Direct Marketing Paperback – 24 Sep 1998
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Top Customer Reviews
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.