The definitive guide to direct and interactive marketing

The Definitive Guide to Direct and Interactive Marketing

We've all been on the receiving end of bad direct marketing. It's a waste of time and money and alienates more customers than it wins.

Good direct marketing, on the other hand, is a totally different story. Some companies are so good at it that they manage to repeatedly target the right customers. Their direct marketing is so sharp that it closes the sale and so consistently useful that customers just keep coming back for more.

More importantly, it is no longer a specialist function in a separate department. Few marketing managers can afford to be without a decent understanding of direct and interactive marketing. The Definitive Guide to Direct and Interactive Marketing is the essential handbook for anyone who needs to make sure their direct marketing works.

Contents

• Direct and interactive marketing and the customer
• What is direct and interactive marketing ?
• Who does direct marketing and how ?
• Direct and intercative strategy
• Planning direct marketing
• The customer database
• Who uses the customer database and how ?
• The competitive use of the database
• Competitive applications of direct and interactive marketing
• Market segmentation and research
• Making the right offer
• Direct mail
• Telemarketing
• Customer relationship management (CRM)
• Electronic and broadcast media
• Lots more ways to contact customers
• The creative side
• Production and fulfilment in direct mail
• Managing the hit
• Testing in direct and interactive marketing
• Profitable, cost-effective direct marketing
• Integrated communication
• People in direct marketing
• Glossary
• Index