Direct Marketing Management / Edition 2

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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.

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Editorial Reviews

A textbook introducing the principles and methods of the approach. Considers the basis of direct marketing, decision variables, special techniques, and media. Updated from the 1989 edition to reflect the broader use of direct marketing and the recognition that success depends on developing and strategically using the database rather than on how slick the medium is. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780130804341
  • Publisher: Prentice Hall
  • Publication date: 2/23/1999
  • Edition description: REV
  • Edition number: 2
  • Pages: 480
  • Product dimensions: 6.98 (w) x 9.66 (h) x 1.01 (d)

Table of Contents

Pt. 1 The Basis of Direct Marketing
Ch. 1 Contemporary Direct Marketing 1
Ch. 2 Planning a Direct Marketing Program 19
Pt. 2 Direct Marketing Decision Variables
Ch. 3 Offer Planning and Positioning 37
Ch. 4 Mailing Lists: Processing and Selection 62
Ch. 5 List Segmentation 88
Ch. 6 Creative Strategy and Execution 117
Ch. 7 Fulfillment and Customer Service 138
Pt. 3 Special Techniques of Direct Marketing
Ch. 8 Developing and Using Customer Databases 161
Ch. 9 Profitability and Lifetime Value 179
Ch. 10 Testing Direct Marketing Programs 202
Ch. 11 Business-to-Business Direct Marketing 234
Pt. 4 Direct Marketing Media
Ch. 12 Developing Direct Mail Campaigns 265
Ch. 13 Catalog Marketing 296
Ch. 14 Telephone Marketing 329
Ch. 15 Direct Response in Print Media 357
Ch. 16 Direct Response in Broadcast Media 382
Ch. 17 Interactive Media 409
Index 443
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