Introduction To successfully judge the worth of this campaign it will be important to provide some parameters to work against. Direct Marketing has a number of characteristics: (1) acquiring and retaining customers without the use of an intermediary (2) the distribution of products, information and promotional benefits to target consumers through interactive communication in a way which allows response to be measured (Jobber, 2001) In this critique I will be utilising the Direct Marketing Planning Process outlines by …
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showed last 75 words of 1652 total
…Copp, V.F. ((1997) Reinventing Direct Marketing, Journal of Direct Marketing, Vol. 11 Number 4 Evans, M., O'Malley, L. and Maurice P. (1995) Direct Marketing: rise and rise or rise and fall?, Marketing Intelligence & Planning, Vol.13 No.6 Jobber, D (2001) Principles and Practice of Marketing, McGraw-Hill Publishing, third Edition O'Malley, L, Patterson, M and Evans M (2001) Exploring Direct Marketing, Thomson Learning, London McCorkell, G (2002) Direct and Database Marketing, Kogen Page Ltd, London Piercy, N (1992) Market-led Strategic Change, Butterworth-Heinemann, Oxford