Marketing Communications

Chapter 13

Direct marketing

Chapter objeCtives

This chapter will help you to:

   Understand what direct marketing communications are, and why they are important

in marketing communications

   Get an overview of the objectives and target groups of direct marketing

communications

   Acquaint yourself with the direct marketing media, tools and techniques

   Understand why database marketing is so important, and how a database should be

managed

   See how direct marketing communications can contribute to relationship marketing

   Measure the effectiveness of a direct marketing communications campaign

Chapter outline

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