Direct Hit: Direct Marketing with a Winning Edge

Overview

Congratulations! - You are already a winner. If you return the enclosed reply paid postcard within 10 days you will win a share of our jackpot (minimal) and be harassed by junk mail for the rest of your time on earth! This is the common image of direct marketing, but is it fair? Is that all there is to it? Not if you know what you are doing. Direct Marketing is an essential part of marketing. Any company that ignores direct marketing does so at its peril. It enables you to communicate with your customers to: let ...
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Overview

Congratulations! - You are already a winner. If you return the enclosed reply paid postcard within 10 days you will win a share of our jackpot (minimal) and be harassed by junk mail for the rest of your time on earth! This is the common image of direct marketing, but is it fair? Is that all there is to it? Not if you know what you are doing. Direct Marketing is an essential part of marketing. Any company that ignores direct marketing does so at its peril. It enables you to communicate with your customers to: let them know you are there, ensure that your products fulfil their needs, receive valuable feedback, build up a database and develop long term loyalty. This book is a no-nonsense practical tool kit which will enable you to launch a successful direct marketing campaign. It gives advice on: planning an effective campaign, monitoring effectiveness and efficiency, improving your response rate, and integrating campaigns.
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Product Details

  • ISBN-13: 9780273616894
  • Publisher: Financial Times/Prentice Hall Books
  • Publication date: 10/1/1995
  • Series: Pitman Marketing Series
  • Pages: 320
  • Product dimensions: 6.77 (w) x 9.62 (h) x 1.04 (d)

Table of Contents

1 what is 'the direct hit'? 1
2 who's hitting the customer? 11
3 hitting the consumer 21
4 hitting the business to business customer 33
5 the hit strategy 43
6 planning the direct hit 58
7 hitting through the database 69
8 who's using a database to make the hit - and how? 83
9 the competitive hit - via the database 92
10 applications - the key to the database hit 104
11 understanding where to hit- with segmentation and research 119
12 positioning through direct marketing 134
13 making the right offer 144
14 hitting by mail 154
15 hitting through telemarketing 175
16 what else can you hit the customer with? 194
17 hitting through creativity 211
18 the hard work in hitting - production and fulfilment 220
19 managing the hit 231
20 testing the hit 254
21 making profit from the hit 268
22 the integrated hit 283
23 organizing for the hit 299
index 113
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