Despite the vast expenditure reserved for direct marketing nowadays, this popular marketing method is barely understood. The author brings clarity to this important area by focusing on his own techniques which have been tried and tested successfully by businesses all around the world. The specific role of direct marketing is examined and put into perspective as part of an overall business strategy. Written in a clear, witty and lively style, it offers accessible advice on the relevant techniques necessary to plan and execute a dynamic and far-reaching campaign. It also reveals how to extract the most benefit from the inevitable success of such a campaign. A variety of common marketing problems are analysed and appropriate solutions are offered. Issues discussed include: planning clearly, reaching the right audience, turning ideas into brilliant campaigns, choosing the correct agency.
- ISBN10 0749409967
- ISBN13 9780749409968
- Publish Date 30 April 1993 (first published 30 December 1988)
- Publish Status Out of Print
- Out of Print 18 July 2001
- Publish Country GB
- Imprint Kogan Page Ltd
- Edition 3rd Revised edition
- Format Hardcover
- Pages 352
- Language English