Direct Marketing : A Step-by-Step Guide to Effective Planning and Targeting

by Mullin, Roddy

• ISBN13: 9780749436773
• ISBN10: 0749436778
• Format: Paperback
• Copyright: 2003-02-01
• Publisher: Kogan Page Ltd

Summary

This text is a marketing communications tool, aimed at marketing professional and those studying for marketing qualifications, who need to have an overall understanding of the scope and potential of this whole area. The author explores the concepts and methods of direct marketing and provides guidance on effective planning, targeting and control. Containing practical advice, this text covers a range of areas of direct marketing from telemarketing, leaflets, direct mail, catalogues to direct marketing on the web and interactive TV. This practical "how to" guide aims to give the reader the confidence and understanding to make decisions about how to integrate their direct marketing activities into their overall marketing plan.

Table of Contents

Preface
What is direct marketing?	p. 1
When to use direct marketing	p. 25
How to decide which direct marketing activities to use	p. 30
Direct mail	p. 45
E-mail and text messaging, the Internet and Web sites	p. 65
Direct response advertising (TV, magazines and radio) and inserts	p. 83
Catalogues	p. 97
Piggy back mailing	p. 102
Door-to-door delivery	p. 108
Leaflets and handouts	p. 116
Mail order	p. 122
Call centres and telemarketing	p. 130
Field marketing	p. 139
Measuring the effectiveness of this book	p. 153
History, facts and figures about direct marketing	p. 155
Reference material	p. 171
Index	p. 178
Table of Contents provided by Blackwell. All Rights Reserved.