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Why Contemporary Direct Marketing?
Written by recognized leaders, Martin Baler, a member of the "Direct Marketing Hall-of-Fame," and Lisa Spiller, an award-winning direct marketing educator, this textbook provides a comprehensive and fresh overview of direct marketing for today's business world.
We two authors have endeavored to combine theory and practice for college students as well as for experienced professionals. Our objective has been to identify and organize the proven principles and correct concepts of direct marketing. Mind-boggling technologies have appeared only recently . . . yet what appears in this text has been evolving long before that among mail-order merchants and users of direct mail.
There was significant innovation in direct marketing tools and techniques during the last half of the twentieth century. Unfortunately, an abundance of overzealous "dot-coms," coupled with what they felt to be unlimited potential of an "e-commerce economy," did not know these proven principles and correct concepts of direct marketing. A host of failures inevitably resulted. From our combined learning (spanning many decades), from our extensive classroom work, and from our on-the-job practical experiences, we have watched direct marketing evolve to what it has become today. Our backgrounds are extensive, yet diverse.
It must be remembered that instruction in direct marketing is an extension of—not an alternative to—basic marketing. The roots of direct marketing, as it emerged as a discipline in its own right, lie in the basic philosophy of the total marketing concept. It interacts with the two other major functions of organizations—finance and production—as well as many related academic disciplines including computer science, quantitative analysis, economics, and the behavioral sciences. These related disciplines are often viewed and sometimes even repeated in this text, but always in the context of direct marketing.
Attributes of direct marketing; distinguishing it from traditional marketing, are these: measurement and accountability along with reliance on lists and databases. As costs have soared, business firms as well as nonprofit organizations of every size have recognized that the efficient use of the elements of direct marketing can be one of the best ways to produce positive results. Most direct marketers are practical, pragmatic people. They do enough things right, but they can improve by measuring what they do against proven theory. Theory guides practice. Understanding "why" is as important as knowing "what" or "how." Virtually everyone uses direct marketing in today's environment.
Today, mounting numbers of both commercial firms and nonprofit organizations are initiating or expanding direct marketing in their operations. These actions can be observed in a broad range that includes big corporations and entrepreneurial companies as well as organizations and associations like educational and health institutions, theater and arts groups, services, financial firms, in fact, all types of enterprises. The effective use of the elements of direct marketing has become one sure means of increasing profits, fundraising contributions, attendance, memberships, or political actions. The explosive growth of direct marketing has made it difficult to find enough people with the skills demanded in the discipline. By gaining the knowledge needed to guide firms and organizations to direct marketing success, trained professionals also boost the chances for their own career advancement. Inevitably, college education in direct marketing has been advancing rapidly.
ORGANIZATION AND PEDAGOGY
The total marketing concept serves as a basic philosophy in understanding the elements—concepts and theories—of direct marketing. Tools and techniques relative to these elements are presented in this text as appropriate. Many principles derived from other course work (statistics, for example) are covered, but all are positioned in the context of direct marketing so as to provide completeness and continuity.
Four major sections of the book deal with (1) Basics: an overview of direct marketing; (2) Media: print, broadcast, telecommunications, Internet; (3) Strategies and tactics: fulfillment, research, and regulation; (4) Applications: business-to-business, not-for-profit, and international. Individual chapters within these four major sections deal with such subjects as customer relationship management and the lifetime value of a customer, market segmentation and customer profiling, database development and utilization, research and testing, measurement and accountability, offer creation, benefit-oriented promotion, interactive multimedia planning, and fulfillment strategies. As pedagogical aids to learning, all chapters are summarized. Additionally, key terms, review questions, and challenging exercises appear at the end of each chapter. And, for each chapter there is a case specifically structured to the content of that chapter. These are real-world cases, with real names, facts, and figures. They were developed with the cooperation of the organizations themselves.
All of the material in this book has been classroom tested; most has been field tested. Much of the theory espoused herein has been put into practice by the authors themselves. Although the individual instructor using this text may see fit to rearrange his or her own teaching order, the real-world fact is that decision making in direct marketing must be at the beginning, not the end of the process. Unlike a language or mathematics text, Contemporary Direct Marketing does not progress from the "easy" to the "difficult."
(NOTE: All chapters conclude with a Summary, Key Terms, Review Questions, Exercises, and a Case study.)
I. THE BASICS OF DIRECT MARKETING.
1. Elements of Direct Marketing.
2. Direct Marketing Lists and Segmentation.
3. Database Driven Direct Marketing.
4. Planning the Offer.
5. Creative Strategies in Direct Marketing.
II. DIRECT MARKETING MEDIA.
6. Direct Mail and Other Print Media.
7. Broadcast and Other Electronic Media.
9. The Internet.
III. DIRECT MARKETING STRATEGIES AND TACTICS.
10. Customer Service & Fulfillment.
11. Direct Marketing Research: Survey and Experimentation.
12. Regulatory Environment: The Ethical and Legal Issues In Direct Marketing.
IV. DIRECT MARKETING APPLICATIONS.
13. Business-to-Business (Industrial) Direct Marketing.
14. Direct Marketing for Nonprofit Organizations.
15. International Direct Marketing.