This text describes, and demonstrates through examples and case studies, how to adopt the methods, technology and techniques pioneered in direct marketing and apply them in the broader context of integrated marketing.;The opening sections of the book define what direct marketing is and explain why individual customer focus should be the aim of every marketer. The book then goes on to show how to collect and use data about customers by the use of one-to-one customer marketing databases. Planning direct marketing campaigns with an integrated marketing context, marketing communications, testing campaigns, evaluation, and the likely effect of new technology are also considered.
Publisher: Kogan Page Ltd