This is the second in a series of five presentations on direct marketing that are generally given as part of a live workshop.  This workshop presentation focuses on the strategy and planning aspects of developing a direct marketing program.  It covers the development of the direct marketing plan and various components of campaign planning.  It is a how to guide for developing direct marketing strategies, plans, programs, tactics, campaigns, and budgets. 

These five presentations take you through every step and facet of direct marketing, including developing direct marketing plan, direct marketing financials and budgets, direct marketing circulation plans; database marketing; direct marketing analytics and testing; direct marketing creative and design, selecting the appropriate direct marketing media for your integrated direct marketing campaigns, and developing direct marketing offers.  They address both consumer (B2C) and business to business (B2B) direct marketing.