Direct marketing is a popular and effective marketing communications tool. Marketing professionals and those studying for marketing degrees need to have an overall understanding of the scope and potential of this whole area. In Direct Marketing the author explores the concepts and methods of direct marketing and provides guidance on effective planning, targeting, and control. Full of practical advice, this book covers all areas of direct marketing from direct mail, telemarketing, leaflets, catalogs to direct marketing on the web and interactive TV. This practical `how to` guide will give the reader the confidence and understanding to make decisions about how to integrate their direct marketing activities into their overall marketing plan.

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