Direct Marketing in a Week

Direct marketing describes the process where information about an individual’s responses and transactions are recorded and this data is used to target, implement and control marketing activity. It is the focus on the individual level that distinguishes direct marketing from traditional marketing methods.

This strategic sector of marketing has grown by over 20% since 1998 and is set to continue growing over the next 5 years. It is an area that marketing professionals are increasingly being asked to focus on and specifically skilled direct marketers are increasingly in demand.

This book will appeal to marketers of all levels hoping to improve both their skills and knowledge base in direct marketing.

Contents List:
1 - Sunday: Taking stock of customers, competitors and capability
2 - Monday: Planning your strategy and setting objectives
3 - Tuesday: Finding the right customers- targeting and segmentation
4 - Wednesday: Building and using your marketing database effectively
5 - Thursday: Selecting and combining the right media from direct mail to web
6 - Friday: Creating and executing campaigns with impact
7 - Saturday: Summing it all up - measurement and management of success

The Authors:
Dee Twomey is Managing Director of Marketing Zone, and has over 15 years practical experience in both consumer and business-to-business marketing and direct marketing. Dee has several marketing qualifications, a track record of achieving commercial success and is also a mentor to young business people with the Prince's Trust.

More marketing books from the In a Week series...
Viral Marketing in a week
Marketing in a week
Web m@rketing in a week
Marketing plans in a week