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Direct Marketing in Practice

Direct Marketing in Practice - 02 edition

ISBN13: 978-0080504605

Cover of Direct Marketing in Practice 02 (ISBN 978-0080504605)
ISBN13: 978-0080504605
ISBN10: 0080504604
Cover type: Paperback
Edition: 02
Copyright: 2002
Publisher: Vitalsource Technologies, Inc.
Published: 2002
International: No

List price: $57.95

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Direct Marketing in Practice - 02 edition

ISBN13: 978-0080504605

Thomas

ISBN13: 978-0080504605
ISBN10: 0080504604
Cover type: Paperback
Edition: 02
Copyright: 2002
Publisher: Vitalsource Technologies, Inc.
Published: 2002
International: No
Summary

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.

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