The New Integrated Direct Marketing

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Editorial Reviews

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Argues that direct marketing should dominate all marketing communications, not in execution but in attitude and overall strategic viewpoint. Evaluates direct marketing, sales promotion, and advertising so show how to structure integrated marketing programs that center on the profitable exploitation of customer relationships and select the appropriate media. Case studies are from Microsoft, BMW, and Shell. Distributed in the US by Ashgate. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780566079603
  • Publisher: Ashgate Publishing, Limited
  • Publication date: 6/20/2005
  • Pages: 256
  • Product dimensions: 9.61 (w) x 6.77 (h) x 0.87 (d)

Table of Contents

List of figures and plates
Preface
Acknowledgements
Introduction 1
1 Direct marketing 5
2 Sales promotion 29
3 Advertising 51
4 The changing scene - integration 67
5 Direct marketing and sales promotion: one discipline or two? 91
6 The creative process 113
7 The marketing database 145
8 The integrated communications agency 163
9 Making it happen - integration in action 183
10 An integrated future? 223
Bibliography and further reading 235
Index 237
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