Direct Marketing in Practice is a practical manual for all managers and marketers getting to grips with the powerful techniques available to skilled direct marketers.

The book shows how to:

* Plan a direct marketing campaign
* Integrate new technology with conventional direct marketing practice
* Maximise the impact, efficiency and return on investment of your activites
* Evaluate the success of a campaign - and improve on it next time!

Accessible and illuminating, each chapter in the book includes review questions and exercises to help you practice what you have learnt. In addition, the authors have used their considerable experience in the field to assemble many examples of best practice worldwide. These place the theory in a practical, real-world context, and demonstrate what a dramatic effect direct marketing can have on sales and profitability.

Those contemplating or starting a career in direct marketing will find Direct Marketing in Practice an invaluable guide to contemporary practice. It is essential reading for all undergraduate students of marketing and business, as well of those undertaking professional examinations in this area.

Shows how to plan and implement effective direct marketing campaigns A practical manual full of insider-tips on lifting response rates Best practice cases from blue chip companies

About the Author
Brian Thomas graduated from University of College of Wales, Aberystwyth where he also obtained his doctorate in plant physiology. Following post-doctoral study in Canada and the UK, he worked as a research scientist at the Glasshouse Crops Research Institute which later became Horticulture Research International. In 1995 he moved to HRI Wellesbourne where he is Head of the Molecular and Environmental Physiology Department. He is currently a Vice President of the Association Internationale de Photobiologie.


Book Information
ISBN 9780750624282
Author Matthew Housden
Format Paperback
Page Count 356
Imprint Butterworth-Heinemann Ltd
Publisher Taylor & Francis Ltd
Weight(grams) 703g