Direct Marketing Management / Edition 2

Direct Marketing Management / Edition 2

by Mary Lou Roberts, Paul D. Berger, Mary Lou Roberts
     
 

ISBN-10: 0130804347

ISBN-13: 9780130804341

Pub. Date: 02/23/1999

Publisher: Prentice Hall

Written by a marketer/decision scientist team, this book explores all aspects of the discipline of direct marketing management —with a focus throughout on the best state-of-the-art practices and supporting research and theory.

Covers: Databased Direct Marketing; Planning and Executing Direct Marketing Programs; Offer Planning and Positioning; Mailing

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Overview

Written by a marketer/decision scientist team, this book explores all aspects of the discipline of direct marketing management —with a focus throughout on the best state-of-the-art practices and supporting research and theory.

Covers: Databased Direct Marketing; Planning and Executing Direct Marketing Programs; Offer Planning and Positioning; Mailing Lists: Processing and Selection; List Segmentation; Creative Strategy and Execution; Fulfillment and Customer Service; Developing the Customer Database; Profitability and Lifetime Value; Testing Direct Marketing Programs; Business-to-Business Direct Marketing; Direct Mail Campaigns; Catalog Marketing; Telephone Marketing; Direct Response in Print Media; Direct Response in Broadcast Media; and The Interactive Media.

For Direct Marketing and Marketing Communications professionals.

Product Details

ISBN-13:
9780130804341
Publisher:
Prentice Hall
Publication date:
02/23/1999
Edition description:
REV
Pages:
480
Product dimensions:
6.98(w) x 9.66(h) x 1.01(d)

Related Subjects

Table of Contents

Preface
Pt. 1The Basis of Direct Marketing
Ch. 1Contemporary Direct Marketing1
Ch. 2Planning a Direct Marketing Program19
Pt. 2Direct Marketing Decision Variables
Ch. 3Offer Planning and Positioning37
Ch. 4Mailing Lists: Processing and Selection62
Ch. 5List Segmentation88
Ch. 6Creative Strategy and Execution117
Ch. 7Fulfillment and Customer Service138
Pt. 3Special Techniques of Direct Marketing
Ch. 8Developing and Using Customer Databases161
Ch. 9Profitability and Lifetime Value179
Ch. 10Testing Direct Marketing Programs202
Ch. 11Business-to-Business Direct Marketing234
Pt. 4Direct Marketing Media
Ch. 12Developing Direct Mail Campaigns265
Ch. 13Catalog Marketing296
Ch. 14Telephone Marketing329
Ch. 15Direct Response in Print Media357
Ch. 16Direct Response in Broadcast Media382
Ch. 17Interactive Media409
Index443

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