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

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

I. THE BASIS OF DIRECT MARKETING.

 1. Contemporary Direct Marketing.

 2. Planning a Direct Marketing Program.

II. DIRECT MARKETING DECISION VARIABLES.

 3. Offer Planning and Positioning.

 4. Mailing Lists: Processing and Selection.

 5. List Segmentation.

 6. Creative Strategy and Execution.

 7. Fulfillment and Customer Service.

III. SPECIAL TECHNIQUES OF DIRECT MARKETING.

 8. Developing and Using Customer Databases.

 9. Profitability and Lifetime Value.

10. Testing Direct Marketing Programs.

11. Business-to-Business Direct Marketing.

IV. DIRECT MARKETING MEDIA.

12. Developing Direct Mail Campaigns.

13. Catalog Marketing.

14. Telephone Marketing.

15. Direct Response in Print Media.

16. Direct Response in Broadcast Media.

17. The Interactive Media.

Index.

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