Direct Marketing

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. The book covers: when to use direct marketing; how to decide which direct marketing tool to use; direct mail and piggy-back mailing; e-mail, text messaging, the Internet; direct response advertising; catalogues, leaflets, handouts and door-to-door delivery; mail order; call centres and telemarketing; field marketing. Practising marketing managers will find this an invaluable introduction to this rapidly developing area. For students of marketing this text provides a totally comprehensive appraisal of this diverse discipline.