Direct Marketing : A Step-by-step Guide to Effective Planning and Targeting

This text is a marketing communications tool, aimed at marketing professional and those studying for marketing qualifications, who need to have an overall understanding of the scope and potential of this whole area.

The author explores the concepts and methods of direct marketing and provides guidance on effective planning, targeting and control.

Containing practical advice, this text covers a range of areas of direct marketing from telemarketing, leaflets, direct mail, catalogues to direct marketing on the web and interactive TV.

This practical "how to" guide aims to give the reader the confidence and understanding to make decisions about how to integrate their direct marketing activities into their overall marketing plan.