Reviewed by: Today's Manager - the official bi-monthly publication of the Singapore Institute of Management (SIM) Publication Issue Date: April - May 2008
THE first edition of this book appeared in 1975. It was then
commonly known as the "Bible of Direct Marketing" for
graduate students. tone helped to make direct marketing a
field of study and research, a career choice for the best and
brightest students.
The latest edition recognises the impact and growth of
the Internet for marketing communications, which has been
enabled for direct marketing. E-mail marketing is similar to
direct mail, targeting messages that can be personalised for
each individual, with messaging that incorporates benefit-oriented
copy, calls to action, offers, and other elements that
drive behaviours direct marketing has capitalised for years.
The useful chapters include: Implementing global direct
marketing concepts; Building customer relationships;
Creating direct mail packages; and Modeling for business
decision support.
