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Direct mail
It is impossible to cover all contributions made by academics and practitioners in the field of direct mail marketing through the years. Thousands of studies have been done and published. The aim of this chapter is only to summarise the headlines and to give an overview. For further information we refer readers to the trade bodies such as the Direct Marketing Association and the Institute for Direct Marketing. We will begin this chapter by reviewing the developments which have taken place in the field of direct mail. We will then focus on the process in which the direct mail pack is developed, produced, distributed and followed up. Finally, indications will be provided to point out those areas deserving special attention in the ...
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