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Direct Marketing: (English)

Direct Marketing: (English)

          
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About the Book

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:
Part 1 What is direct marketing?: Definition; Starting with the customer - the essential knowledge; Fitting direct marketing into the integrated marketing environment; Just how extensive is direct marketing? Part 2 When to use direct marketing: Deciding when direct marketing is most appropriate; Still unsure whether to use direct marketing? Part 3 How to decide which direct marketing activities to use: Understanding media and channel technology; Getting the appropriate marketing mix; Operational support - direct marketing "must haves"; In-house direct marketing activities. Part 4 Direct mail: What is direct mail?; Making direct mail work. Part 5 E-mail and text messaging, the Internet and Web sites: What are e-mail and text messaging?; Making e-mails and text messaging work; The Internet/Web sites. Part 6 Direct response advertising (TV, magazines and radio) and inserts: What is direct response and advertising?; Making direct response advertising work. Part 7 Catalogues: What is a catalogue?; Making catalogues work. Part 8 Piggy back mailing: What is piggy back mailing?; Making piggy back mailing work. Part 9 Door-to-door delivery: What is door-to-door delivery?; Making door-to-door delivery work. Part 10 Leaflets and handouts: What are leaflets and handouts?; Making leaflets or handouts work. Part 11 Mail order: What is mail order?; Making mail order work. Part 12 Call centres and telemarketing: What are call centres?; Making a call centre operation work. Part 13 Field marketing: What is field marketing?; Making field marketing work. Appendices: Measuring the effectiveness of this book; History, facts and figures about direct marketing; Reference material.


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Product Details
  • ISBN-13: 9780749436773
  • Publisher: Kogan Page Ltd
  • Publisher Imprint: Kogan Page Ltd
  • Height: 233 mm
  • No of Pages: 192
  • Spine Width: 12 mm
  • Width: 153 mm
  • ISBN-10: 0749436778
  • Publisher Date: 15 Mar 2002
  • Binding: Paperback
  • Language: English
  • Series Title: English
  • Weight: 303 gr


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