An analysis of a direct marketing campaign for a university.
Date Submitted: 08/29/2004 04:11:51
Category: / Business & Economy / Marketing and Advertising
Length: 6 pages (1652 words)
Category: / Business & Economy / Marketing and Advertising
Length: 6 pages (1652 words)
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 …
Is this Essay helpful? Join now to read this particular paper
and access over 480,000 just like this GET BETTER GRADES
and access over 480,000 just like this GET BETTER GRADES
…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
Need a custom written paper? Let our professional writers save your time.