Marketing professionals and those studying for marketing qualifications need to have an overall understanding of the scope and potential of the area of market direction. This text covers all the relevant information of direct marketing, and offers practical, step-by-step advice on implementation of the correct techniques. Coverage includes: the role of direct marketing within the marketing mix; initiating a direct marketing campaign; database management; evaluating results; and the role of new media.
- ISBN10 0749420529
- ISBN13 9780749420529
- Publish Date 18 April 1997
- Publish Status Out of Print
- Out of Print 13 February 2002
- Publish Country GB
- Imprint Kogan Page Ltd
- Format Paperback
- Pages 160
- Language English