Publisher's Synopsis
The marketing world is changing fundamentally. Direct marketing, sales promotion and advertising can never again be viewed as discrete, non-overlapping disciplines.' - - Mike Berry makes the case for direct marketing progressively dominating all marketing communications, not in terms of execution, but in attitude of mind and overall strategic viewpoint. - - The book evaluates the strengths and weaknesses of each of the key disciplines: direct marketing, sales promotion and advertising, both separately and in combination so that the reader can see how to structure integrated marketing programmes which centre on the profitable exploitation of customer relationships, and select the media accordingly. Mike Berry paints a picture of how an integrated communications agency should look and how it should be structured for maximum effectiveness. The theory is backed up with insightful case studies from companies such as Microsoft, BMW and Shell. - - Mike Berry's book explodes myths and tackles hot topics as it persuasively makes the case for an integrated direct marketing. It will be essential reading for all marketing professionals who need to understand where their business is heading.
