Direct marketing plays an important role in the marketing of firms large and small and non-profit organizations. Direct marketing is a set of tools and techniques that create trackable, measurable marketing programs in any medium. It allows marketers to demonstrate Return on Promotional Investment (ROPI) for individual marketing programs. It also allows them to calculate Customer Lifetime Value (CLV or LTV), the most powerful of all marketing metrics. Database marketing, list segmentation, testing direct marketing programs, and developing direct marketing plans are also covered in detail.
Direct Marketing Management covers these issues and more in a practical, readable style.