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Essay / Research Paper Abstract
16 page paper considers the way in which a UK company; the AA, can reach targets for increased sales to existing customers, increased customer retention and increase the customer base through direct marketing. The strategy recommended makes use of customer relationship marketing and an holistic approach to the different selling mediums and customer contract points. The bibliography cites 17 sources.
Page Count:
16 pages (~225 words per page)
File: TS14_TEAAdmar.rtf
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Unformatted sample text from the term paper:
services, from guidebooks and the purchase of the Halfords chain of shops through to loans, credit cards and insurance. The company want to undertake a strategy for growth, increasing the
sales and value created from their existing client base by increasing the number of sales per customer and also the loyalty. The growth will also need to be supported
with new customers. Therefore, the marketing campaign that needs to be conducted will need to gain the maximum level of value from the existing client base as well as creating
new customers. With a budget of ?6 million this will need to b used carefully. The value of the existing database will need to be leveradged. There is a
great deal of information within the databases, however, it is likely that this is not being used to the full. Therefore, the first recommendation of strategy is to make use
of customer relationship marketing. Customer relationship marketing is a tool that can add value by creating value within the existing information that is held without needing to create more.
It is capable of tracing all interactions with the customer and tracing their lifecycle stage within the company and the potential areas of interest allowing direct marketing to be targeted,
either by direct mail, the telephone or e-mail. The first stage of any direct marketing campaign is to get the right information. It has been stated that the key factor
making up 60% of the success factors in direct marketing is the marketing list (Lavin, 1996). Customer relationship management (CRM) is a tool
that is becoming increasingly popular as it provides a method of maximising this resource as well as adding value from the customers perception.
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