If businesses within the European Union are to thrive in the global marketplace, then they need to utilize the latest approaches and technologies for promoting products and services. This Reed Publishing release provides leading edge, pragmatic insights on the direct marketing strategy (see also www.bh.com/marketing). The authors represent a balance between the perspectives of both the practitioner and professor. Brian Thomas is a senior consultant and fellow of the Institute of Direct Marketing, a former executive in Saatchi & Saatchi Direct and the firm of Ogilvy & Mather Direct. Mathew Housden is principal lecturer and former head of marketing at Greenwich Business School. He too serves the Institute of Direct Marketing as a consultant, tutor and examiner. This writing effort was done in conjunction with the Chartered Institute of Marketing, and is intended both for marketers, students, and those preparing for CIM certification.
The 14 chapters range from an opening chapter on how direct marketing works to a closing chapter on where to go for more information on this subject. The other chapters deal with: direct marketing campaigns; collecting and using customer information; electronic direct marketing via the Internet; methods for reaching customers and creating response through the right offer; the importance of market testing, evaluation, measurement, and budgeting; and the selection and orientation of suppliers. This well organized, easy‐to‐read compilation provides at the end of each chapter, a summary, review questions, and learning exercises. In addition to excellent illustrations, the volume provides a useful glossary of terms and a helpful index.
A bargain of marketing information for knowledge workers, Direct Marketing in Practice is another worthwhile offering from the partnership of the Chartered Institute of Marketing and Butterworth‐Heinemann.
