Direct Marketing in Action: Cutting-Edge Strategies for Finding and Keeping the Best Customers / Edition 1

Direct Marketing in Action: Cutting-Edge Strategies for Finding and Keeping the Best Customers / Edition 1

by Andrew R. Thomas
     
 

In a marketplace increasingly defined by customer categories with high expectations for service, quality, and responsiveness, companies are discovering that traditional mass marketing approaches are giving way to more targeted approaches that communicate directly with their customers. But to many consumers, direct marketing has a bad reputation, associated with

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Overview

In a marketplace increasingly defined by customer categories with high expectations for service, quality, and responsiveness, companies are discovering that traditional mass marketing approaches are giving way to more targeted approaches that communicate directly with their customers. But to many consumers, direct marketing has a bad reputation, associated with intrusive door-to-door salesmen, dinnertime phone solicitations, junk mail, and, most recently, e-mail spam. In Direct Marketing in Action, a team of experts in the field dispels common myths and misconceptions about direct marketing and showcases the most current practices, principles, and techniques. The authors cover the full range of issues that must be considered in developing an effective direct marketing strategy, including competitive analysis, information and data management, media and channel selection, building brand loyalty, and measuring the results of campaigns. Bridging the gap between research and practice, clearly defining terms and concepts, and featuring numerous examples, Direct Marketing in Action will serve as an essential handbook for marketers and a comprehensive overview for students, teachers, and researchers.

From the dentist who sends check-up reminders to his patients to the hotel chain that customizes room amenities based on their guests' profiles, direct marketing is infused with the idea that the best allocation of our marketing dollar is one that focuses on and communicates with our particular micro market—and reinforces the distinctive benefits that we provide to those customers. In Direct Marketing in Action the authors cover the full range of issues that must be considered in developing an effective direct marketing strategy, including competitive analysis, information and data management, media and channel selection, building brand loyalty, and measuring the results of campaigns. Bridging the gap between research and practice, clearly defining terms and concepts, featuring numerous examples, and presented in a format that can be read cover-to-cover or in modular fashion, Direct Marketing in Action will serve as an essential handbook for marketers and a comprehensive overview for students, teachers, and researchers.

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Product Details

ISBN-13:
9780275992231
Publisher:
Greenwood Publishing Group, Incorporated
Publication date:
11/30/2006
Edition description:
New Edition
Pages:
232
Product dimensions:
6.40(w) x 9.30(h) x 1.20(d)

Meet the Author

ANDREW R. THOMAS is Assistant Professor of Marketing and International Business and Director of the Center for Organizational Development at the University of Akron. A successful global entrepreneur, he has conducted business in more than 120 countries. A New York Times best-selling author, his books include Global Manifest Destiny and Aviation Insecurity, and, with M. David Dealy, Defining the Really Great Boss (Praeger, 2004), Change or Die (Praeger, 2005), and Managing by Accountability (Praeger, 2006).

DALE M. LEWISON is Founding Director of The Taylor Institute for Direct Marketing and Professor of Marketing at the University of Akron. He is the author of Retailing (currently in its 6th edition), Essentials for Retailing, and Marketing Management.

WILLIAM J. HAUSER is Associate Director of the Taylor Institute for Direct Marketing and Assistant Professor of Marketing at the University of Akron, where he teaches courses in creative marketing, marketing analytics, and marketing research. He has also taught at West Virginia University and Washington University in St. Louis, and is Adjunct Associate Professor of Sociology at The University of Akron. Over the past twenty years, he has served as the Manager of Market Research and Business Development for Rubberbmaid Incorporated and its Little Tikes subsidiary, and, most recently, as Senior Vice President and Director of Research & Planning for KeyCorp in Cleveland, Ohio.

LINDA M. FOLEY is Assistant Professor of Marketing at the University of Akron. Her primary research area is strategy, with a specific focus on learning, innovation, and marketing capabilities. She has also conducted academic research and business consulting inselling and sales management, sports marketing, and political marketing, and has consulted to a variety of businesses, including both Fortune 500 companies and non-profits. Additionally, she served as Assistant Marketing Director for Warner Bros. Records in Nashville and in a variety of managerial capacities in the finance and restaurant industries.

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