We've all been on the receiving end of bad direct marketing. It's a waste of time and money and alienates more customers than it wins. Good direct marketing, on the other hand, is a totally different story. Some companies are so good at it that they manage to repeatedly target the right customers. Their direct marketing is so sharp that it closes the sale and so consistently useful that customers just keep coming back for more. More importantly, it is no longer a specialist function in a separate department. Few marketing managers can afford to be without a decent understanding of direct and interactive marketing. The Definitive Guide to Direct and Interactive Marketing is the essential handbook for anyone who needs to make sure their direct marketing works.How to Select, Reach and Retain the Right Customers Merlin Stone, Alison Bond , Elizabeth Blake. the customer ... For example, the quality of customer service may be checked by a questionnaire to all customers. ... Many companies are using auto direct dialling to reduce the 111 Strategic vs tactical use of your database.
|Title||:||The Definitive Guide to Direct and Interactive Marketing|
|Author||:||Merlin Stone, Alison Bond, Elizabeth Blake|
|Publisher||:||Pearson Education - 2003-01-01|