Direct and Digital Marketing in Practice, 3rd Edition

Direct and Digital Marketing in Practice is the essential manual for all managers, marketers and students. Incisive and thorough, the text has been fully updated to reflect the continuing impact and future implications of the Internet on marketing. This new 3rd edition is one of the only comprehensive textbooks written entirely by current practising professionals. It explains in detail the powerful offline and online techniques available to direct marketers today. Direct and Digital Marketing in Practice covers vital issues such as:

• the new marketing landscape;
• gaining customer insight;
• maximising returns on marketing investment;
• integrating traditional and digital media;
• campaign planning and budgeting;
• offline and online metrics:
• testing and statistics; and developing compelling propositions.

Direct and Digital Marketing in Practice is an ideal reference tool, presenting detailed explanations of key concepts with practical examples and case studies. The book ensures that each point is relevant and memorable, and made in a real-world context. Written for managers looking to expand and enhance customer reach, students on MBA courses, and those taking professional qualifications, the book provides an invaluable and up-to-date guide to marketing best theory and practice in our increasingly digital and online age.

Table of Contents

Section One: The New Marketing Landscape
Chapter 1. Direct And Digital Marketing Today
Chapter 2. The Online Revolution

Section Two: Gaining Customer Insight
Chapter 3. Collecting Customer Information
Chapter 4. Using Your Information
Chapter 5. The Marketing Database

Section Three: Customer Centric Planning
Chapter 6. Developing The Strategic Plan
Chapter 7. Integrated Marketing Communications – Brand Management In The Digital Age
Chapter 8. Managing The Customer Journey From Acquisition To Relationship

Section Four: Integrated Marketing Communications
Chapter 9. Campaign Planning
Chapter 10. Planning Offline Media
Chapter 11. Planning Digital Media
Chapter 12. Developing Compelling Propositions

Section Five: Implementation and analysis
Chapter 13. Producing Effective Creative Work
Chapter 14. The Power Of Testing
Chapter 15. Closing The Loop – Customer Service And Fulfilment Operations
Chapter 16. Direct And Digital Marketing Metrics
Chapter 17. Ethics And The Law

Appendix 1 Glossary
Appendix 2 Weblinks and tools
Appendix 3 Reading List