"Direct marketing is widely acknowledged as one of the most popular and effective marketing communications tools. Marketing professionals, and those studying for marketing qualifications, need to have an overall understanding of the scope and potential of this whole area." "In Direct Marketing, Roddy Mullin outlines the reasons for the rise of this communication medium and explores the scale and scope of direct marketing, the role of technology and the changing needs and demands of customers. The book also provides all the information necessary to put together a direct marketing campaign."--BOOK JACKET
"In association with Marketing."
1. What is direct marketing? -- 2. When to use direct marketing -- 3. How to decide which direct marketing activities to use -- 4. Direct mail -- 5. E-mail and text messaging, the Internet and Web sites -- 6. Direct response advertising (TV, magazines and radio) and inserts -- 7. Catalogues -- 8. Piggy back mailing -- 9. Door-to-door delivery -- 10. Leaflets and handouts -- 11. Mail order -- 12. Call centres and telemarketing -- 13. Field marketing -- App. 1. Measuring the effectiveness of this book -- App. 2. History, facts and figures about direct marketing -- App. 3. Reference material
Includes bibliographical references [p. -177) and index