|
(2008, 6500 words)
The paper examines the concept of database marketing (DM) linking it to relationship marketing and considering it with regard to today's automotive industries. Academic literature is reviewed on the theory of marketing mix, relationship marketing, database marketing, organisational culture, etc. A case study of DM in Jaguar is conducted using the methods of primary data collection through interviews and sampling. Conclusions are made about the DM implementation.
(2007, 3000 words)
The paper addresses the issues of direct marketing (DM) in the b2b and b2c markets. The history and theoretical underpinnings of DM are reviewed; the changes brought about by the database marketing and Internet marketing and discussed.
(2007, 3200 words)
The paper examines the features of direct marketing defining its key components and principles and discussing how they can help organisations to achieve best performance. A brief review of relevant direct marketing literature is presented touching on the benefits of direct marketing at strategic, tactical and operational levels. Case studies are provided to demonstrate organisations that have successfully applied direct marketing principles to achieve their objectives.
(2007, 2800 words)
The current report is a direct marketing audit (DMA) of the market and environment for Innocent Drinks, which are focused around the factors for building a direct marketing plan. The report has been divided into four major parts i.e. introduction, situation analysis, data sources, and resource allocation & monitoring.
(2007, 1500 words)
The present paper provides the comparative analysis of direct marketing strategies of Tesco and Sainsbury. The analysis is based on the evaluation of the retailers' Internet and mobile marketing tools. The analysis is based from consumer perspective, using such criteria as usability and usefulness of the communication tools. On the basis of the analysis, the recommendations are put forward.
(2006, 2000 words)
The paper examines the tools of direct marketing (DM) focusing on cross-selling and up-selling. Marketing theories are reviewed; DM tools are defined and compared outlining operational requirements for incorporating cross-selling and up-selling in marketing plans to increase revenue and retention.
(2006, 3500 words)
This paper examines the uses of direct marketing. It analyses major channels of direct marketing Ï face-to-face selling, direct mail, catalogue marketing, telemarketing, TV and other direct-response media, kiosk marketing, and electronic marketing. It also uses the examples of direct marketing from different cultures. The study found that direct marketing is a good business opportunity if the companies plan to use it in the right way. The solutions to get rid of junk mail image are also discussed.
(2006, 3000 words)
The paper offers a plan of a direct marketing campaign to promote Nescafe Frappe presenting an overview of coffee consumption in the UK, Nescafe’s competitors, target audience, etc. A pilot study is conducted reporting on the design of the product’s packaging, the positioning of Frappe shake, the timetable of events for the campaign, the analysis of costs, etc.
(2006, 2000 words)
This report has been directed towards the understanding of the role of direct marketing for FMCG products. In order to achieve objectives of the report, the case study of Heinz has been used. The discussion draws upon the limitations of direct mail as a medium and also critically assesses the role of internet for the future strategies. The report also looks at the consumer profiling for effective direct marketing of Heinz Beans.
(2005, 17500 words dissertation + 2000 words proposal,)
The dissertation examines direct marketing techniques, namely direct mail and email marketing, providing their comparison on the basis of a research study of academics attitudes towards email and direct mail marketing of information services. A literature review offers information on relationship marketing, email marketing and direct mail marketing offering definitions of each communication channel, their background, benefits and drawbacks. The methods include quantitative and qualitative research based on primary data collected through sampling, questionnaire, pilot survey and interviews, and secondary data. Conclusions are made about the key elements attracting recipients in email and direct mail marketing. The proposal for the dissertation investigates marketing tools focusing on direct marketing and comparing two forms of promotion, i.e. direct mail and email marketing. The features of each form are described, the aim and objectives of the research are identified; literature on direct mail marketing and email marketing is reviewed; prospective research methods are described.
(2005, 3500 words)
This report outlines a new direct marketing strategy for the AA, to enable the company to capitalise on the broad range of products it sells, and successfully increase the levels of cross-selling between products for both existing and new customers. The report goes on to examine the AA's current database strategy, and identifies methods of enhancing the depth and quality of the information contained on existing customers. The primary focus of the report is to develop a direct marketing communications program. It identifies the target audience for the cross selling campaign, then selects the key products which will be cross promoted to the segment groups. The most appropriate communication methods are also considered, followed by an analysis of the selected media type. The final section identifies areas of consideration for acquiring new customers.
(2004, 2500 words)
This essay presents an original new and complete direct marketing campaign for a toys shop. It describes the organizational background and critically appraise the approach undertaken in developing and delivering the direct marketing campaign. To this end theories regarding CRM (customer relationship management), segmentation and targeting, customer loyalty, positioning (the perceptual map) are analysed and applied at the specific case. The single elements of the campaign are presented in the appendixes.
(2003, 2000 words)
The task of this assignment was to develop the Direct Marketing Campaign. The
product, which was selected - student and general books. Campaign
will be employing push promotional strategy. Target audience
will be reached via Targeted and Untargeted e-mail marketing.
Budget of the campaign is 45K. This project consists of PowerPoint
presentation of the campaign (24 slides) and 2000 words critique
report.
(2003, 2000 words)
This direct marketing campaign promotes Tesco's online shopping and delivery
service through direct marketing, PR, banner advertising and
sales promotions. 2000 words critical report appraises and analyses
the campaign.
(2003, 15000 words)
This dissertation compares email marketing and usual direct marketing activities. Extensive literature review, identifying the benefits and drawbacks of both methods is supported by questionnaire survey. Results of the research enabled researcher to compare the response rate for both mediums, effectiveness of both mediums and relationship of customers to email and direct marketing. Conclusions of the dissertation are drawn regarding the future of email and direct marketing, their interdependence and affect which email marketing has upon the direct marketing.
Page 2>
|
