Direct Marketing Management

Direct Marketing Management : United States Edition

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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.show more

Product details

  • Hardback | 480 pages
  • 181.4 x 236.2 x 23.1mm | 915.67g
  • Pearson Education (US)
  • Pearson
  • Upper Saddle River, NJ, United States
  • English
  • 2nd edition
  • 0130804347
  • 9780130804341

Table of contents

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.show more

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