Direct Selling Planning and Execution

Author: Thomas
Publisher:
Publish Date: 2005-05-01
Features: Written by a seasoned direct marketing expert from the UK, this book introduces readers to planning a direct marketing campaign from a practical perspective through numerous real-world cases. It covers how to integrate various new information technologies to effectively implement marketing strategies, how to maximize the benefits from direct marketing strategies, and how to test and evaluate direct marketing strategies to ensure the success of direct marketing activities. Direct marketing is still in its early stages in China, but with the changing marketing environment and increasingly fierce market competition, direct marketing will achieve significant growth in China due to its direct marketing approach and modern marketing methods. Through numerous practical cases, this book introduces readers from the perspective of planning and execution: how to plan a direct marketing campaign, how to integrate various new information technologies to effectively implement marketing strategies, how to maximize the benefits from direct marketing strategies, and how to test and evaluate direct marketing strategies to ensure the success of direct marketing activities. After systematically introducing the content, each chapter also includes a summary, review questions, and practical exercises to help readers apply the knowledge they have learned. This book is an invaluable practical manual for direct marketing and a reference for marketing managers and marketing professionals.