Direct Marketing -- Operational Methods and Classic Cases

Author: Hu Xiaowei (Compiler)
Publisher:
Publish Date: 2006-01-01
Features: Direct Response Marketing
The key lies in the two characters "direct" and "response." "Direct" means direct, and "response" means response. Direct response marketing is an innovative marketing model that seeks direct responses from target customers to achieve marketing goals. This book aims to introduce the basic principles, operational methods, and classic cases of direct response marketing to a broad readership interested in it, especially frontline practitioners, in a straightforward and practical manner. The book provides detailed explanations of the operational methods and classic cases of commonly used tools in direct response marketing, such as mail, catalogs, print media, telephone, television, radio, and the internet. It also offers specialized analysis of emerging media and future trends in direct response marketing. The greatest strength of this book is its strong operational focus, specifically tailored for frontline direct response marketing practitioners. All frontline practitioners who have adopted or plan to adopt direct response marketing methods.