Direct Marketing in Practice

Direct Marketing in Practice

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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: Am Plan a direct marketing campaign Am Integrate new technology with conventional direct marketing practice Am Maximise the impact, efficiency and return on investment of your activites Am 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.The costs and response rates of various media have been considered and a chart comparing the various attributes of media was presented. Crucially, it is clear that the lowest cost per thousand does not always deliver the most effective response. The chapter has finished with the typical cost of putting together a direct mail campaign, looking at the differences between a DIY approach, the use of localanbsp;...

Title:Direct Marketing in Practice
Author:Matthew Housden, Brian Thomas
Publisher:Taylor & Francis - 2012-04-27


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