| Description |
viii, 576 pages : illustrations ; 24 cm |
| Contents |
1. Mass marketing to one on one -- 2. Segmentation through list selection and database management -- 3. the process of integrated marketing communications -- 4. Copy writing and writing the direct mail package -- 5. Building customer service relationships -- 6. The 'how' of creating and executing an effective offer -- 7. Using the internet -- 8. Telemarketing -- 9. Creating and marketing catalogues -- 10. Direct marketing business to business -- 11. Direct marketing and fund raising in 'not for profit' organisations -- 12. Direct marketing in retail -- 13. Choosing direct marketing media -- 14. Production issues -- 15. Direct marketing distribution -- 16. Research testing, tracking and analysis -- 17. Business ethics and legal systems |
| Summary |
Direct Marketing is an essential ingredient of any marketing mix. This text by Power, Balderstone and Gyles has an Australian focus and uses real-life experiences, case studies and practices to introduce readers to the processes and philosophies of direct marketing. Key features include application snapshots, marketing dilemmas, case studies, end-of-chapter questions and real-life examples, creating a learning tool suiting students at a VET or postgraduate level |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Direct marketing -- Australia.
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Direct marketing.
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Marketing.
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| Author |
Balderstone, Bob, author
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Gyles, Stan, author
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| ISBN |
0074705083 (paperback) |
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