The marketing person's guide to database marketing & direct mail - Robin Fairlie

This book is about the two interlinked - but independent - concepts of database marketing and direct mail. The direct mail industry is growing in maturity with the majority of large businesses increasingly using it. The use of database management along with the direct mail process provides businesses with a far more effective and targeted marketing strategy. The growing fragmentation of the consumer market means it is becoming more and more necessary for businesses to target their efforts more precisely. By creating a comprehensive database along with direct mail techniques this can be achieved.;"Direct Mail and Database Management" is aimed at businesses who employ direct marketing agencies. It is designed not to produce direct mail and database experts but to act as a comprehensive guide through the jungle of service houses of the direct mail industry. The book offers information on chosing the right service for a business' particular needs. The first chapters deal with the general aspects of direct mail and database, while the remainder of the book deals with services which a user may require, and how to utilize them to their best advantage.;The author, Robin Fairlie, woked for 18 years as Computer Manager for the Reader's Digest Association - the first users of direct mail. He then moved to become Managing Director of Collier Macmillan Distribution Services Ltd, but then returned to direct marketing as chief executive for the Direct Mail Services Standards Board.