Direct Marketing Management
United States Edition
2nd Edition
Published on 8. March 1999
Book
Hardback
480 pages
978-0-13-080434-1 (ISBN)
Description
Written by a marketer/decision scientist team, this text 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.
More details
Edition
2nd edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 241 mm
Width: 184 mm
Thickness: 22 mm
Weight
878 gr
ISBN-13
978-0-13-080434-1 (9780130804341)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Previous edition
Book
03/1999
2nd Edition
Pearson
€55.70
Article exhausted; check for reprint
Content
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.
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.