Direct Marketing: An Integrated Approach / Edition 1

Direct Marketing: An Integrated Approach / Edition 1

by William J. McDonald
     
 

ISBN-10: 0075617439

ISBN-13: 9780075617433

Pub. Date: 01/28/1998

Publisher: McGraw-Hill Companies, The

Product Details

ISBN-13:
9780075617433
Publisher:
McGraw-Hill Companies, The
Publication date:
01/28/1998
Series:
Irwin Series in Marketing
Edition description:
BK&DISK
Pages:
532
Product dimensions:
7.51(w) x 9.52(h) x 1.58(d)

Related Subjects

Table of Contents

Preface
1Introduction to Direct Marketing1
2Direct Marketing Strategies36
3Segmentation and Target Marketing62
4Direct Marketing and Technology78
5Database Marketing92
6List Selection and Management112
7Positioning and Offer Planning134
8Creative Strategy and Execution151
9Direct-Mail Marketing171
10Catalog Marketing197
11Telemarketing225
12Direct-Response Television264
13Direct-Response Radio283
14Direct-Response Print294
15Business-to-Business Direct Marketing318
16International Direct Marketing342
17Direct Marketing Decision Support Tools363
18Direct Marketing Profitability381
19The Fulfillment Process400
20The Future of Direct Marketing418
Case 1Avon Products439
Case 2Barney & Friends447
Case 3Deal-A-Meal USA453
Case 4Dell Computer462
Case 5Dial-A-Mattress470
Case 6Fidelity Investments477
Case 7The Franklin Mint483
Case 8Home Shopping Network489
Case 9id Software, Inc.499
Case 10NordicTrack510
Index521

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