- 0749436778 (pbk.) :
- 9780749436773 (pbk.) :
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- Includes index.
- Published in association with Marketing.
- 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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