Issue 9

Direct Mail - The Big Brother of Direct Marketing
Direct mail is not only an effective tool for generating new business and opening doors. It is also the best available route these days, for building and maintaining relationships with those valuable customers you have spent a lot of money acquiring. Here are 12 ways to use direct mail to cultivate profitable long-term sales relationships.

How to sustain a price premium
Mark Roberts of PA Consulting Group explains why price premiums for existing customers are getting less and less sustainable - and they're voting with their feet!

DATA lessons of E-mail in CRM
In this brave new world, marketers should not miss this opportunity for precision targeting and personalised communication with customers. However, traditional direct marketing disciplines must be applied to e-mail marketing programmes and one should not under-estimate the complexity of some of the data management and technology issues involved. Wriiten by Merlin Stone of IBM and Jane McCarthy a Principal Consultant at Detica, a specialist CRM consultancy.

E-Marketing Insights
This month Dr Dave Chaffey completes the series of articles on e-marketing strategy by looking again at the options the Internet presents to vary the marketing mix. In the last article we looked at 'Product' and 'Price'. This month, we review 'Place' and 'Promotion' the elements of the extended mix: 'People, Process and Physical evidence'.

Exhibition Follow-up and Evaluation
When an exhibition is over what do you have to show for all this effort and expense? What you do with the leads you have gathered will determine the success of the show. You need to ensure that they are quickly and lovingly followed up, carefully tracked and eventually closed! This is the last in the series "How to make the most of your exhibition stand" by Peter Middleton.