This book offers a comprehensive review of the principles of direct, database, and interactive marketing. The book has been structured to reflect each of the stages that would commonly be encountered in the creation of an interactive marketing plan. It provides a consideration of both customer acquisition and customer development and a detailed examination of the research and analytical techniques employed in making marketing decisions.
1. Direct Marketing: The Development of a Discipline
2. Market Planning
3. Understanding Buying
4. Customer Acquisition
5. Building a Customer Database
6. Customer Retention-Building Customer Loyalty
7. Testing and Research
8. Analytical Procedures
9. Agencies and Direct Marketing Specialists
10. Creative Briefing