Principles Of Direct And Database Marketing

Preface. Acknowledgements. How this book relates to direct marketing planning. PART 1: INTRODUCING DIRECT MARKETING. 1. What is Direct Marketing? 2. The Database PART 2: USING DIRECT MARKETING TO ANALYSE THE MARKETING SITUATION. 3. The Customer Debate: Analysis and Applications 4. Using External Databases in Direct Marketing PART 3: SETTING OBJECTIVES AND STRATEGIES WITHIN DIRECT MARKETING. 5. Direct Marketing Objectives and Strategies 6. The Internet 7. The Strategic Influences on Direct Marketing PART 4: DIRECT MARKETING IMPLEMENTATION AND CONTROL. 8. Offers and Incentives in Direct Marketing 9. Direct Marketing Media 10. Acquisition media 11. Direct Marketing Creative Practice 12. Testing, Budgeting and Research in Direct Marketing 13. Worked Case Study: Daewoo UK Answering Direct Marketing Case Study. Index Index of references.