This text is a marketing communications tool, aimed at marketing professional and those studying for marketing qualifications, who need to have an overall understanding of the scope and potential of this whole area. The author explores the concepts and methods of direct marketing and provides guidance on effective planning, targeting and control. Containing practical advice, this text covers a range of areas of direct marketing from telemarketing, leaflets, direct mail, catalogues to direct marketing on the web and interactive TV. This practical "how to" guide aims to give the reader the confidence and understanding to make decisions about how to integrate their direct marketing activities into their overall marketing plan.
- ISBN10 0749436778
- ISBN13 9780749436773
- Publish Date 15 March 2002
- Publish Status Out of Print
- Out of Print 7 September 2011
- Publish Country GB
- Imprint Kogan Page Ltd
- Format Paperback (US Trade)
- Pages 192
- Language English