Direct Marketing: An Integrated Approach / Edition 1

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Product Details

  • ISBN-13: 9780256197839
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 1/28/1998
  • Series: McGraw-Hill Series in Marketing
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 552
  • Product dimensions: 7.63 (w) x 9.66 (h) x 1.60 (d)

Table of Contents

Preface
1 Introduction to Direct Marketing 1
2 Direct Marketing Strategies 36
3 Segmentation and Target Marketing 62
4 Direct Marketing and Technology 78
5 Database Marketing 92
6 List Selection and Management 112
7 Positioning and Offer Planning 134
8 Creative Strategy and Execution 151
9 Direct-Mail Marketing 171
10 Catalog Marketing 197
11 Telemarketing 225
12 Direct-Response Television 264
13 Direct-Response Radio 283
14 Direct-Response Print 294
15 Business-to-Business Direct Marketing 318
16 International Direct Marketing 342
17 Direct Marketing Decision Support Tools 363
18 Direct Marketing Profitability 381
19 The Fulfillment Process 400
20 The Future of Direct Marketing 418
Case 1 Avon Products 439
Case 2 Barney & Friends 447
Case 3 Deal-A-Meal USA 453
Case 4 Dell Computer 462
Case 5 Dial-A-Mattress 470
Case 6 Fidelity Investments 477
Case 7 The Franklin Mint 483
Case 8 Home Shopping Network 489
Case 9 id Software, Inc. 499
Case 10 NordicTrack 510
Index 521
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