Direct Marketing in Practice is a practical manual for all managers and marketers getting to grips with the powerful techniques available to skilled direct marketers. The book shows how to: . Plan a direct marketing campaign. Integrate new technology with conventional direct marketing practice. Maximise the impact, efficiency and return on investment of your activites. Evaluate the success of a campaign - and improve on it next time Accessible and illuminating, each chapter in the book includes review questions and exercises to help you practice what you have learnt. In addition, the authors...

A collection of empirical material describing both systems innovation and the launch of new products in the late 1990s. The key themes include the model, innovation and strategy, marketing strategies and shareholder value, best practice in innovation management and effectiveness in innovation.

Presents an approach to building an understanding of the realities of market-led strategic change in companies. This book offers insights into strategy and marketing through business 'stories' that are contemporary and provocative.

A clear-sighted introduction to a complex subject, 'Internal Marketing' provides the reader with a succinct overview of the most recent thinking and practice. The text begins by defining what internal marketing is and how it can work, and from this foundation: * Outlines state-of-the-art thinking and practice* Demonstrates how internal marketing can be used to facilitate such diverse strategies as TQM, New Product Development and Change Management* Highlights the techniques managers need to understand to use IM effectively within their organizations* Contains a range of international and up...

Relationship Marketing: Creating Stakeholder Value extends the analysis of the change in the marketing rationale from a crude concern for increased market share to a strategy aimed at creating long-term profitable relationships with targeted customers.Offering a cutting edge vision of relationship marketing, Relationship Marketing: Creating Stakeholder Value is a seminal text for all students and managers in the field. With new up-to-date case materials and examples of best practice, the book covers all the stakeholder markets - employees, suppliers,...

This interface is being recognized by business organizations as a key priority for management, and both practitioners and academics alike have placed a greater emphasis on the need to view the supply chain as a whole as the vehicle by which competitive advantage is achieved. As well as drawing upon current research and the experience of firms worldwide, Marketing Logistics uses numerous 'mini-cases' and vignettes to illustrate the key messages in each chapter and bring the theory to life.This book is an invaluable resource for managers who seek to understand more about the...

This revised text takes into account developments in the field - most particularly the changes wrought by new technology. It includes new chapters on direct marketing, public relations integrated marketing planning, wholesale and retail operations, and relationship marketing together with additional material on services marketing, e-commerce, ethics and social responsibility, B2B marketing and external marketing environment.

This text offers an easy-to-read, practical introduction to market research. It covers the range of marketing research techniques and describes how each stage in the research process is carried out with an appreciation of their strengths and weaknesses.

The purpose of this text is to provide a clear and concise explanation of the laws of England and Wales (and where appropriate in the European Union) that impact on the practice of marketing, advertising, sponsorship, design and public relations, as well as providing practical guidance for the busy practitioner.