Direct Marketing in Practice

Business & Finance, Marketing & Sales, Sales & Selling
Cover of the book Direct Marketing in Practice by Matthew Housden, Brian Thomas, Taylor and Francis
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Author: Matthew Housden, Brian Thomas ISBN: 9781136409974
Publisher: Taylor and Francis Publication: April 27, 2012
Imprint: Routledge Language: English
Author: Matthew Housden, Brian Thomas
ISBN: 9781136409974
Publisher: Taylor and Francis
Publication: April 27, 2012
Imprint: Routledge
Language: English

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:

· Plan a direct marketing campaign
· Integrate new technology with conventional direct marketing practice
· Maximise the impact, efficiency and return on investment of your activites
· 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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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:

· Plan a direct marketing campaign
· Integrate new technology with conventional direct marketing practice
· Maximise the impact, efficiency and return on investment of your activites
· 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.

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