Summary |
“Direct marketing is about focused, targeted communication with a customer to promote the purchase of a good or service. At its core, direct marketing is multi-channel: It is marketing everything for everyone to everybody. Direct marketing is global: It sells from anywhere to anywhere at any time. Director marketing is performance-based: Its measurability ensures accountability. Director marketing builds relationships desired by customers: It is driven by the expressed needs of customers. Direct marketing is customized: It targets markets of one or more. In other words, it is the future of marketing!”
In Direct Marketing in Action, a team of experts in the field dispels common myths and misconceptions about direct marketing and demonstrates its power in a hyper-competitive marketplace, where reaching the right customer with the right message is paramount. Presenting a dynamic alternative to mass, broadcast promotion, the authors showcase proven strategies and techniques for cutting through the clutter, building relationships with customers and reaping the benefits.
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