| Document Type
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BL
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| Record Number
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1041771
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| Doc. No
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b796141
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| Main Entry
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Thomas, Brian,1938-
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| Title & Author
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Direct marketing in practice /\ Brian Thomas and Matthew Housden.
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| Publication Statement
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Oxford ;Boston :: Butterworth-Heinemann,, ©2002.
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| Series Statement
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The Chartered Institute of Marketing/Butterworth-Heinemann marketing series
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| Page. NO
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1 online resource (348 pages) :: illustrations
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| ISBN
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0080504604
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: 0585450234
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: 0750624280
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: 1136409939
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: 1136409971
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: 113640998X
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: 1138158143
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: 1281028398
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: 6611028390
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: 9780080504605
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: 9780585450230
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: 9780750624282
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: 9781136409936
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: 9781136409974
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: 9781136409981
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: 9781138158146
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: 9781281028396
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: 9786611028398
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| Bibliographies/Indexes
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Includes bibliographical references (pages 312-316) and index.
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| Contents
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Front Cover; Direct Marketing in Practice; Copyright Page; Contents; Acknowledgements; Chapter 1. How direct marketing works; Chapter 2. Developing a direct marketing campaign; Chapter 3. Taking the long-term view; Chapter 4. Collecting customer information; Chapter 5. Using your information; Chapter 6. The marketing database; Chapter 7. How to reach customers and prospects effectively; Chapter 8. Direct marketing and the Internet; Chapter 9. The importance of having an offer; Chapter 10. How to increase responses through more effective creative work; Chapter 11. The importance of testing.
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| Abstract
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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 us.
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| Subject
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Direct marketing.
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BUSINESS ECONOMICS-- Exports Imports.
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BUSINESS ECONOMICS-- International-- Marketing.
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| Subject
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BUSINESS ECONOMICS-- Marketing-- Multilevel.
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| Subject
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Direct marketing.
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| Subject
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Direct marketing.
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| Dewey Classification
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658.8/4
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| LC Classification
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HF5415.126.T475 2002eb
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| NLM classification
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85.40bcl
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F713.32clc
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| Added Entry
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Housden, Matthew.
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| Added Entry
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Chartered Institute of Marketing.
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