A practical guide to direct marketing.
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From the Back Cover
The start-to-finish guide to winning direct marketing campaigns!
* Proven techniques for planning an effective campaign.
* Monitoring your campaign's effectiveness and efficiency — and improving your response rates.
* Building your customer database: your organization's most valuable resource.
Direct marketing is your #1 tool for communicating with customers, receiving invaluable, rapid feedback, and developing long-term loyalty — if you use it properly. In Direct Hit, three leading direct marketing specialists show you how. It's a no-nonsense, practical toolkit that will help you build and implement successful campaigns — every step of the way.
Direct Hit offers expert advice and proven techniques for planning effective direct marketing campaigns; monitoring effectiveness and efficiency; improving response rates; and integrating your direct marketing campaigns with the rest of your marketing activities. Discover how to identify goals, leverage the crucial marketing and product information you receive, build a valuable customer database, and much more. For every manager, executive, or business owner with marketing responsibilities.
About the Author
Merlin Stone is a leading consultant in direct and database marketing. He also lectures at Kingston and Surrey Universities. A director of the relationship marketing consultancy QCI Ltd., his research and publications are sponsored by IBM.
Derek Davies is one of the UK's best direct marketing trainers. Many companies owe their success in direct marketing to the skills he has transferred to their people. Davies teaches at Kingston University.
Alison Bond specializes in researching the management of customer relationships via direct marketing. She is a partner in Research and Data, and was formerly Market Information Manager with Air UK.
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