Database Marketing and Direct Mail: A Practical Guide to the Techniques and Applications - Tapa blanda

Sinopsis

The second edition of this book provides a thorough exploration of direct mail and database marketing. Both concepts are examined individually and then their inter-relationship is discussed, revealing that both are necessary if marketing is to be carried out effectively. The author simplifies the various complexities in this field and demonstrates how problems can be overcome, such as the question of privacy. The text teaches business executives how to open up a host of new opportunities for their companies. It provides advice on: how to choose the areas where direct mail works; how to use direct mail as an integral part of successful campaigns; how to make the most of the sophisticated demographic data now available; and where to turn for further help.

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