DIRECT MARKETING

Direct Marketingis an essential ingredient of any marketing mix. This text by Power, Balderstone and Gyles has an Australian focus and uses real-life experiences, case studies and practices to introduce readers to the processes and philosophies of direct marketing. Key features include application snapshots, marketing dilemmas, case studies, end-of-chapter questions and real-life examples, creating a learning tool suiting students at a VET or postgraduate level.

Table of Contents:
1.Mass Marketing to One on One 2.Segmentation through List Selection and Database Management 3.The Process of Integrated Marketing Communications 4.Copy Writing and Writing the Direct Mail Package 5.Building Customer Service Relationships 6.The "How" of Creating and Executing an Effective Offer 7.Using the Internet 8.Telemarketing 9.Creating and Managing Catalogues 10.Direct Marketing Business to Business 11.Direct Marketing and Fund Raising in "Not for Profit" Organisations 12.Direct Marketing Retail 13.Choosing Direct Marketing Media 14.Production Issues 15.Direct Marketing Distribution 16.Research, Testing, Tracking and Analysis 17.Business Ethics and Legal Systems

About the Author :
Michael Power has thirty years of sales and marketing experience mostly in service industries across Australia. He is a member of the Faculty of Business at NMIT in Victoria, where he lectures in marketing communications and direct marketing. He has both written course material and consulted on the curriculum. He completed a Bachelor of Education at La Trobe University in 1996 and maintains wide industry contacts. Mike is a Fellow of the Australian Marketing Institute, a Member of the Australian Institute of Management and a member of the Property Institute of Australia. He has fulfilled active roles over a number of years as a member of the State Council of the Australian Marketing Institute and as Vice President of the Kings-Cross Chamber of Commerce. Apart from his extensive lecturing role, Mike manages his own training consultancy specialising in skilling firms in contemporary customer focused strategies of marketing and sales. He is particularly interested in developing more skills and programs for 'online' training. This is Mike's second publication in sales and marketing education. Robert J. Balderstone is a Technical and Further Education Marketing Program Manager at Victoria University of Technology in Melbourne, Australia. Bob earned a B.Comm. (Hons) from the University of Manitoba in Canada. After moving to Australia he obtained a Dip.Ed. from the State College of Victoria, a Grad.Dip. (Marketing) from Caulfield Institute of Technology, a Grad.Dip. (Computing) from Chisholm Institute of Technology and a Master of Business (Marketing) from Monash University. He has taught a wide variety of marketing related subjects in TAFE for twenty-six years. Bob is an Associate Member of the Australian Marketing Research Society and is particularly interested in developing computerised marketing tools and online training. Bob is chairman of the Victorian TAFE Marketing Course Advisory Committee. He was part of the team that wrote and developed the current version of TAFE's marketing course and the last two as well. Bob has served as state tutor and examiner for the Victorian TAFE off Campus Network in Buyer Behaviour, Sales Management, Marketing and Promotions 1. He wrote the Open Training study notes for Managing the Sales Operation 1 and Managing the Sales Operation 2 (Sales Management), was a co-author of the Marketing study notes, contributed to the Buyer Behaviour notes and was consultant for the Promotions 1 and Marketing Research materials. This is Bob's second McGraw-Hill publication. He co-authored the Australasian edition of the standard textbook Management of a Sales Force published in 1998.