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From the Publisher"Direct marketing is a customer-driven approach that employs focused, targeted communication. Written by a team of specialists from the business and academic worlds, this text dispels a number of common myths about direct marketing and describes twelve steps for developing a successful strategy. Ethical and professional issues are also addressed."
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"This work attempts to set the record straight regarding common misconceptions, while highlighting current practices. Contributors advise that many issues must be considered when developing an effective direct marketing strategy, e.g., competitive analysis, information management, media and channel selection, brand loyalty creation, and results measurement. It is important to know one's competitors and be ready to fight at all times. They discuss the necessity of having a well-developed database, which affords greater insight into one's customers and allows for the development of more creative marketing strategies. Direct channels permit easier access to customers, regardless of organizational size. Using fulfillment programs and providing exceptional service enhance customer retention. Finally, the volume addresses the issue of measurement, which furnishes a wealth of valuable information useful in pinpointing performance expectations for new direct marketing programs. A useful resource for students, faculty, and professionals seeking a solid handbook. Recommended. Upper-division undergraduate through professional collections."