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Essential reading for those needing to get to grips with the latest and most powerful techniques available to skilled marketers.

Table of Contents

Section One: The New Marketing Landscape 1. Direct and Digital Marketing Today 2. The Online Revolution Section Two: Gaining Customer Insight 3. Collecting Customer Information 4. Using Your Information 5. The Marketing Database Section Three: Customer Centric Planning 6. Developing the Strategic Plan 7. Integrated Marketing Communications - Brand Management in the Digital Age 8. Managing the Customer Journey from Acquisition to Relationship Section Four: Integrated Marketing Communications 9. Campaign Planning 10. Planning Offline Media 11. Planning Digital Media 12. Developing Compelling Propositions Section Five: Implementation and Analysis 13. Productive Effective Creative Work 14. The Power of Testing 15. Closing the Loop - Customer Service and Fulfilment Operations 16. Direct and Digital Marketing Matrics 17. Ethics and the Law Appendix 1 Glossary Appendix 2 Weblinks and tools Appendix 3 Reading List Index

About the Author

Brian Thomas is an Honorary Life Fellow of the Institute of Direct and Digital Marketing (IDM). For many years, he ran IDM Diploma courses in UK, China and Australia. He is a consultant, mentor and interim manager, and a CPD accredited corporate and professional coach. Matthew Housden is a marketing consultant, author, academic and trainer. He has worked in marketing for 25 years, with a client list that includes IBM, Barclays and Microsoft. He is Principal Lecturer in Marketing at the University of Greenwich, and a visiting professor at the Grenoble Graduate School of Business.

Reviews

Nobody I know understands direct marketing better than Brian Thomas. Not just the theory, but the practice. If you read this book you will too.
*Drayton Bird*

This book clearly communicates marketing’s evolution and current practices, highlighting opportunities and challenges. Each chapter provides broad scope and relevant examples, allowing the reader to achieve a full vision of the critical direct and digital marketing areas from practical perspective.
*Principle Lecturer in MSc Digital Marketing at Regent's University London*

Direct and Digital Marketing in Practice is a great book which provides insights into how direct and digital marketing brings changes to business practice today. With years of experience in marketing sector, authors shared interesting examples, up-to-date business cases and future trend in direct and digital marketing.
*Dr Yan Sun, Senior Lecturer in London South Bank University*