Direct Marketing: An Integrated Approach / Edition 1

Direct Marketing: An Integrated Approach / Edition 1

by William J. McDonald
     
 

ISBN-10: 0256197830

ISBN-13: 9780256197839

Pub. Date: 01/28/1998

Publisher: McGraw-Hill Companies, The

Product Details

ISBN-13:
9780256197839
Publisher:
McGraw-Hill Companies, The
Publication date:
01/28/1998
Series:
McGraw-Hill Series in Marketing
Edition description:
New Edition
Pages:
552
Product dimensions:
7.63(w) x 9.66(h) x 1.60(d)

Related Subjects

Table of Contents

Preface xvi
Introduction to Direct Marketing
1(35)
Direct Marketing Strategies
36(26)
Segmentation and Target Marketing
62(16)
Direct Marketing and Technology
78(14)
Database Marketing
92(20)
List Selection and Management
112(22)
Positioning and Offer Planning
134(17)
Creative Strategy and Execution
151(20)
Direct-Mail Marketing
171(26)
Catalog Marketing
197(28)
Telemarketing
225(39)
Direct-Response Television
264(19)
Direct-Response Radio
283(11)
Direct-Response Print
294(24)
Business-to-Business Direct Marketing
318(24)
International Direct Marketing
342(21)
Direct Marketing Decision Support Tools
363(18)
Direct Marketing Profitability
381(19)
The Fulfillment Process
400(18)
The Future of Direct Marketing
418(103)
Avon Products
439(8)
Barney & Friends
447(6)
Deal-A-Meal USA
453(9)
Dell Computer
462(8)
Dial-A-Mattress
470(7)
Fidelity Investments
477(6)
The Franklin Mint
483(6)
Home Shopping Network
489(10)
id Software, Inc.
499(11)
NordicTrack
510(11)
Index 521

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