Direct marketing in practice
By: Brian Thomas and Matthew Housden
Contributors: Housden, Matthew; Chartered Institute of Marketing
Series: The Chartered Institute of Marketing/Butterworth-Heinemann marketing series; CIM professional
Publisher: Butterworth-Heinemann
Published: 2002
Place of publication: Oxford; Boston
Language: eng
Format: [electronic resource] /
Number of pages: 348
ISBN-13: 9780585450230; 9780080504605
Subjects: Multilevel; International; Exports & Imports; Marketing; Direct marketing; BUSINESS & ECONOMICS
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 us.
Notes: Includes bibliographical references (p. 312-316) and index.

Description based on print version record.
Table of contents: title: Front Cover; Direct Marketing in Practice; Copyright Page; Contents; Acknowledgements; Chapter 1. How direct marketing works; Chapter 2. Developing a direct marketing campaign; Chapter 3. Taking the long-term view; Chapter 4. Collecting customer information; Chapter 5. Using your information; Chapter 6. The marketing database; Chapter 7. How to reach customers and prospects effectively; Chapter 8. Direct marketing and the Internet; Chapter 9. The importance of having an offer; Chapter 10. How to increase responses through more effective creative work; Chapter 11. The importance of testing.