In the first part, direct marketing is analyzed from a strategic point of view, its importance and role in the marketing mix depending on the firm's chosen strategy. Specifically, the role of direct marketing in examined in relationship marketing and loyalty programs. The second part presents choices regarding the implementation of direct marketing decisions. First, choices are studied concerning data acquisition and manipulation, including statistical models. Next, the choice offered, creative approach and associated tests are discussed. Finally, the choice of print or audio-visual media and media-planning are presented.
DESMET, P. (2005). Marketing direct. Concepts et méthodes. Dunod, 380 pages.