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.
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