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MarketingMix 
MEASURABLE MARKETING INSIGHTS
I
Vol 26 Issue No. 5/6 I 2008 IR25.00 incl. vat
 
direct > 2008
contents
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02 consulting editor and editor’s note
consulting editor – Nici Stathacopoulos – a note from adirect marketer extraordinaire about, the direct marketingindustry, and also a note from Fulvia Becatti
04 legislation update
the DMASA brings us the facts and the major issuessurrounding the introduction of the Consumer ProtectionBill into Parliament
06 a message from the DMASA08 DMASA founder member profile
Avis and Platinum eProducts discuss the benefits of beingassociated to the DMASA
10 direct mail
Kathryn Price McKay explores some of the excitingnew applications that marketers can use in their direct mailcampaigns
12 CEM
Bob Thompson tells direct why marketers should befocusing on managing their customer’s experiencesmore closely
14 variable data printing
Loren Botha talks about the power of digital technology,and how variable data printing is helping marketersdevelop personalised campaigns
15 data
Jonathan Manners wonders why companies are scaredof data
16 direct marketing and credit data
Thamir Hassan explains how credit data could be used tocreate more targeted direct marketing campaigns
18 innovative direct marketing solutions
Melvin Chagonda shares some ideas around adopting amore innovative approach to direct marketing
20 search marketing
Stafford Maisie tells you why search marketing is becominga powerful tool
22 direct marketing in south africa
Fraser Lamb expresses his views on where the directmarketing industry is at locally, with some interestingpointers on how agencies can go digital
23 mobile media in DM
Rick Joubert explains why direct marketers need to focuson mobile media
24 direct marketing today
Patrick Collister shares a new model of direct marketing,and tells direct why the lines is now vertical
26 podcasting and content on demand
Ryan Till takes a closer look at podcasting, and how toincorporate it into the marketing strategy
27 internal engagement
Terri Brown and Grace Harding explain why internalmarketing should be considered an important part of acompany’s strategy
28 CRM and data management
Monique Smith tells
direct 
why effective data managementis becoming a crucial part of CRM
29 loyalty
Nici Stathacopoulos points out the difference between arewards programme and true brand loyalty
30 custom publishing
Martha Dimitrou tells
direct 
why custom magazines givemarketing campaigns a lift
31 awards in direct marketing
direct 
zooms in on local and international direct marketingawards
35 research highlights
A sneak peek at a few Forrester Research reports focusingon direct marketing
case studies
36 budget/bulksms.com37 look & listen/volkswagen citi38 fnb/94.739 lexus/children’s hospital trust40 mweb business/woolworths41 pcmall/prima
plus 
42 seef properties/transunion43 wiredloop/sasko flour44 cell c/bmw45 bmw/chabad house46 sports sponsorship
how to leverage sport and get the best from yoursponsorship spend
52 central SA
find out why the Central SA region is the country’s hidden gem
visit www.marketingmix.co.za for more informationabout marketing mix news, events and expertopinions
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