Definitive Guide to Direct and Interactive Marketing : How to Select, Reach and Retain the Right Customers

by Stone, Merlin

• ISBN13: 9780273675204
• ISBN10: 0273675206
• Format: Paperback
• Copyright: 2003-12-01
• Publisher: Trans-Atlantic Pubns

Summary

We've all been on the receiving end of bad direct marketing. It's a waste of time and money and alienates more customers than it wins. Good direct marketing, on the other hand, is a totally different story. Some companies are so good at it that they manage to repeatedly target the right customers. Their direct marketing is so sharp that it closes the sale and so consistently useful that customers just keep coming back for more. More importantly, it is no longer a specialist function in a separate department. Few marketing managers can afford to be without a decent understanding of direct and interactive marketing. The Definitive Guide to Direct and Interactive Marketing is the essential handbook for anyone who needs to make sure their direct marketing works.

Table of Contents

Acknowledgements
About the authors
Direct and interactive marketing and the customer	p. 1
What is direct and interactive marketing?	p. 13
Who does direct marketing and how?	p. 27
Direct and interactive strategy	p. 41
Planning direct marketing	p. 57
The customer database	p. 77
Who uses the customer database and how?	p. 95
The competitive use of the database	p. 107
Competitive applications of direct and interactive marketing	p. 121
Market segmentation and research	p. 137
Making the right offer	p. 155
Direct mail	p. 167
Telemarketing	p. 189
Customer relationship management (CRM)	p. 209
Electronic and broadcast media	p. 219
Lots more ways to contact customers	p. 239
The creative side	p. 259
Production and fulfilment in direct mail	p. 271
Managing the hit	p. 289
Testing in direct and interactive marketing	p. 315
Profitable, cost-effective direct marketing	p. 331
Integrated communication	p. 349
People in direct marketing	p. 369
Glossary	p. 387
Index	p. 390
Table of Contents provided by Blackwell. All Rights Reserved.