Direct Marketing: Strategy, Planning, Execution / Edition 4

Direct Marketing: Strategy, Planning, Execution / Edition 4

by Edward Nash, Edward Nash
     
 

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ISBN-10: 0071352872

ISBN-13: 9780071352871

Pub. Date: 01/21/2000

Publisher: McGraw-Hill Professional Publishing

The "master strategist of direct marketing" has enhanced his classic reference with a wealth of proven direct mail strategies for the
Internet age. This eagerly awaited edition adds in-depth information on profitable use of the Web for direct response sales, as well as increased coverage of alternative media, infomercials, telemarketing,
and database

Overview

The "master strategist of direct marketing" has enhanced his classic reference with a wealth of proven direct mail strategies for the
Internet age. This eagerly awaited edition adds in-depth information on profitable use of the Web for direct response sales, as well as increased coverage of alternative media, infomercials, telemarketing,
and database marketing.

Product Details

ISBN-13:
9780071352871
Publisher:
McGraw-Hill Professional Publishing
Publication date:
01/21/2000
Edition description:
REV
Pages:
600
Product dimensions:
6.40(w) x 9.40(h) x 1.50(d)

Related Subjects

Table of Contents

Chapter 1: Introduction.

Chapter 2: Strategic Planning.

Chapter 3: The Marketing Plan.

Chapter 4: Research.

Chapter 5: Testing.

Chapter 6: The Proposition.

Chapter 7: "Back-End" Marketing.

Chapter 8: Mail Order Math.

Chapter 9: Creative Tactics.

Chapter 10: Copywriting.

Chapter 11: Art Direction.

Chapter 12: Direct Mail Formats.

Chapter 13: Production Planning.

Chapter 14: Mailing Lists.

Chapter 15: Print Media.

Chapter 16: Broadcast Media.

Chapter 17: Broadcast Creative.

Chapter 18: Telemarketing.

Chapter 19: Fulfillment.

Chapter 20: Database Marketing.

Chapter 21: Internet Marketing.

Chapter 22: Going Global.
Index.

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