The definitive guide to direct and interactive marketing

Merlin Stone, Alison Bond, Elizabeth Blake

412 pages, parution le 21/10/2003

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Résumé

The Definitive Guide to Direct and Interactive Marketing

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.

Direct and interactive marketing and the customer
What is direct and interactive marketing ?
Who does direct marketing and how ?
Direct and intercative strategy
Planning direct marketing
The customer database
Who uses the customer database and how ?
The competitive use of the database
Competitive applications of direct and interactive marketing
Market segmentation and research
Making the right offer
Direct mail
Telemarketing
Customer relationship management (CRM)
Electronic and broadcast media
Lots more ways to contact customers
The creative side
Production and fulfilment in direct mail
Managing the hit
Testing in direct and interactive marketing
Profitable, cost-effective direct marketing
Integrated communication
People in direct marketing
Glossary
Index

L'auteur - Merlin Stone

Merlin Stone is IBM Professor of Marketing at SEMS. He is a founder member of the Institute of Direct Marketing and a co-author of Up Close and Personal (Kogan Page, 1999) with Paul Gamble and Neil Woodcock.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Merlin Stone, Alison Bond, Elizabeth Blake
Parution	21/10/2003
Nb. de pages	412
Format	17,3 x 24,3
Couverture	Broché
Poids	735g
Intérieur	Noir et Blanc
EAN13	9780273675204
ISBN13	978-0-273-67520-4