By Matthew Housden, Brian Thomas

Direct advertising and marketing in perform is a realistic guide for all managers and agents attending to grips with the strong recommendations on hand to expert direct marketers.

The ebook exhibits how to:

· Plan an immediate advertising and marketing campaign
· combine new know-how with traditional direct advertising practice
· Maximise the impression, potency and go back on funding of your activites
· assessment the luck of a crusade - and increase on it subsequent time!

Accessible and illuminating, each one bankruptcy within the e-book comprises overview questions and routines that will help you perform what you have got learnt. additionally, the authors have used their enormous event within the box to collect many examples of most sensible perform all over the world. those position the speculation in a pragmatic, real-world context, and reveal what a dramatic impression direct advertising and marketing could have on revenues and profitability.

Those considering or beginning a occupation in direct advertising will locate Direct advertising in perform a useful consultant to modern perform. it really is crucial analyzing for all undergraduate scholars of selling and enterprise, besides of these venture specialist examinations during this region.

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Additional info for Direct Marketing in Practice (Chartered Institute of Marketing)

Sample text

As mentioned earlier, they will not be cost-effective for every customer. It is vital to segment your customers and to target your retention marketing at those who have the propensity to repay your investment. 46 Taking the long-term view The five key stages in developing retention and loyalty are as follows. Classification of customers The first step is to segment your customers into categories, such as: • business and consumer (where you serve both) • high and low value • percentage of their annual expenditure you already receive (share of customer) • single and multi-product purchasing patterns • payment performance • lapsed customers – split into ‘time since last order’ bands • property type – where relevant • possessions (for example, for consumers it might be cars and other luxury goods and for businesses it might be type of equipment installed).

50) is the ‘love letter’. This is a similar approach, but by mail. Of course, you cannot afford to overdo this. Your customers will not appreciate being bombarded with such notes. Questionnaires As mentioned earlier, customers appreciate being asked, complaints are identified early and products and services can be developed which are exactly what customers need.

2 What are the key differences between direct and traditional marketing? 3 What are the reasons for the growth of direct marketing? How has IBM benefited from the use of a direct approach to customers? 4 What is Moore’s law? 5 Explain briefly the role of information in the delivery of direct marketing. 6 What is the contribution of market research to the direct marketing process? 7 What were described as the two major barriers to the introduction of customer databases? 8 List five major applications of the customer databases.

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Direct Marketing in Practice (Chartered Institute of Marketing) by Matthew Housden, Brian Thomas

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