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Direct Marketing Management

Direct Marketing Management - 2nd edition

ISBN13: 978-0130804341

Cover of Direct Marketing Management 2ND 99 (ISBN 978-0130804341)
ISBN13: 978-0130804341
ISBN10: 0130804347
Cover type:
Edition/Copyright: 2ND 99
Publisher: Prentice Hall, Inc.
Published: 1999
International: No

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Direct Marketing Management - 2ND 99 edition

ISBN13: 978-0130804341

Mary Lou Roberts and Paul D. Berger

ISBN13: 978-0130804341
ISBN10: 0130804347
Cover type:
Edition/Copyright: 2ND 99
Publisher: Prentice Hall, Inc.

Published: 1999
International: No
Summary

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. Would you like a comprehensive text that reflects both practice and academic research?

Features

  • NEW - Reflects the changing nature of the field throughout:
    • The recognition by marketers of all kinds that the real power of the discipline lies in the development and strategic use of the marketing database, not in the media per se.
    • The recognition that relationship marketing, with its emphasis on customer service and retention, is the keystone of profitable marketing for the foreseeable future.
    • The sudden emergence of computer-based electronic media, best exemplified by the on-line services and the World Wide Web, as a major marketing vehicle.
    • The increasing globalization of businesses in the direct marketing industry and of the spread of direct marketing throughout the economically developed countries of the world.
  • NEW - Features new chapters on:
    • Planning a DM Program.
    • List Segmentation.
    • Interactive Marketing.
  • Uses an open, accessible, and engaging writing style throughout.
  • Offers complete coverage decision variables, segmentation and testing, and media (including the Internet).

Table of Contents

PART I. THE BASIS OF DIRECT MARKETING

Contemporary Direct Marketing.
Planning a Direct Marketing Program.

PART II. DIRECT MARKETING DECISION VARIABLES

Offer Planning and Positioning.
Mailing Lists: Processing and Selection.
List Segmentation.
Creative Strategy and Execution.
Fulfillment and Customer Service.

PART III. SPECIAL TECHNIQUES OF DIRECT MARKETING

Developing and Using Customer Databases.
Profitability and Lifetime Value.
Testing Direct Marketing Programs.
Business-to-Business Direct Marketing.

PART IV. DIRECT MARKETING MEDIA

Developing Direct Mail Campaigns.
Catalog Marketing.
Telephone Marketing.
Direct Response in Print Media.
Direct Response in Broadcast Media.
The Interactive Media.

Index.

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