PART I: INTRODUCING DIRECT AND DIGITAL MARKETING 1. What is direct and digital marketing? 2. The database PART II: USING DIRECT MAREKTING TO ANALYSE THE MARKETING SITUATION 3. The customer database: analysis and applications 4. Using external databases in direct marketing PART III: SETTING OBJECTIVES & STRATEGIES WITHIN DIRECT MARKETING 5. Direct marketing objectives and strategies 6. The strategic influences on direct and digital marketing 7. Relationship marketing and CRM 8. The Internet 9. Social media PART IV: DIRECT MARKETING IMPLEMENTATION & CONTROL 10. Offers and incentives in direct marketing 11. Direct marketing media 12. Acquisition media 13. Creative practice and consumer behaviour in direct marketing 14. Testing, budgeting and research in direct marketing