Thomas, B: Direct and Digital Marketing in Practice

Essential reading for those needing to get to grips with the latest and most powerful techniques available to skilled marketers.
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.

Matthew Housden is involved in a teaching capacity with the IDM, as well as with Hult/Ashridge Business School and the Chartered Institute of Marketing.

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

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

Section Three: Customer Centric Planning
6. Developing the Strategic Plan
7. Integrated Marketing Communications - Brand Management in the Digital Age
8. Managing the Customer Journey from Acquisition to Relationship

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

Section Five: Implementation and Analysis
13. Productive Effective Creative Work
14. The Power of Testing
15. Closing the Loop - Customer Service and Fulfilment Operations
16. Direct and Digital Marketing Matrics
17. Ethics and the Law

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

Index