Publisher's Synopsis
The combination of excellent direct marketing and thorough management will enable the marketer to develop a series of campaigns which meet that company's marketing objectives, deliver the campaigns on time, measure and analyze the results, and develop even better campaigns in the future.;The relationship between expenditure and return in marketing does not depend just on innovativeness in marketing strategy. It also depends on the professionalism of management in handling marketing resources.;The consequences of lack of quality in managing marketing are readily identifiable. They include lost market share, high cost of late response to competitive challenge, or too high expenditures to achieve a given effect.;This book gives advice on how to manage your direct marketing successfully.
