The New Integrated Direct Marketing

The author makes the case for direct marketing progressively dominating all marketing communications, not in terms of execution, but in attitude of mind and overall strategic viewpoint. The book evaluates the strengths and weaknesses of each of the key disciplines - direct marketing, sales promotion and advertising - both separately and in conjunction so that the reader can see how to structure integrated marketing programmes which centre on the profitable exploitation of customer relationships and select the media accordingly. The author paints a picture of how an integrated communications agency should look and how it should be structured for maximum effectiveness. Case studies from companies such as Microsoft, BMW and Shell are used to illustrate points.