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Royal mail guide to direct mail for small businesses

Author: Brian Thomas
Publisher: Oxford ; Boston : Butterworth-Heinemann, 1996.
Series: Marketing series (London, England)., Practitioner.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

This guide takes the reader through each stage of producing a direct-mail campaign. It contains practical tips and advice, and is designed for use by executives planning a campaign for the first  Read more...

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Document Type: Book
All Authors / Contributors: Brian Thomas
ISBN: 0750627476 9780750627474
OCLC Number: 38304307
Notes: Includes index.
Description: xi, 306 pages : illustrations (some color) ; 24 cm.
Contents: Preface --
1. Direct mail and other advertising methods --
2. Why direct mail works so well --
3. Understanding your customers --
4. Targeting and segmentation --
5. The marketing database --
your own private advertising medium --
6. Mailing lists (rented or external) --
7. The importance of an offer --
8. How to increase responses through more effective writing and design --
9. Direct mail testing and measurement --
10. When to use outside suppliers and how to choose them --
11. Royal Mail services to help you develop your business --
12. Campaign planning and management --
App. 1. Legal and regulator issues --
App. 2: Useful addresses --
App. 3: Supporting information --
App. 4: Answers and suggestions for self-tests --
Glossary --
Index.
Series Title: Marketing series (London, England)., Practitioner.
Responsibility: Brian Thomas.
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'...a DIY manual for managers, packed with tips and takes the reader through every stage of a direct mail campaign.' - The Bookseller, March 1996 '..a Read more...

 
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