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...