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Direct marketing : strategy, planning, execution / Edward L. Nash.
Table of contents Available online
View onlineTable of contents Available online
View onlineLippincott Library HF5415.126 .N37 2000
Available
- Format:
- Book
- Author/Creator:
- Nash, Edward L.
- Language:
- English
- Subjects (All):
- Direct marketing.
- Marketing.
- Local Subjects:
- Marketing.
- Physical Description:
- xxxii, 600 pages : illustrations ; 24 cm
- Edition:
- Fourth edition.
- Place of Publication:
- New York : McGraw Hill, 2000.
- Summary:
- The "master strategist of direct marketing" has enhanced his classic reference with a wealth of proven direct mail strategies for the Internet age. This eagerly awaited edition acids in-depth information on profitable use of the Web for direct response sales, as well as increased coverage of alternative media, infomercials, telemarketing, and database marketing.
- Contents:
- Strategic planning
- The marketing plan
- Research
- Testing
- The proposition
- "Back-end" marketing
- Mail order math
- Creative tactics
- Copywriting
- Art direction
- Direct mail formats
- Production planning
- Mailing lists
- Print media
- Broadcast media
- Broadcast creative
- Telemarketing
- Fulfillment
- Database marketing
- Internet marketing
- Going global.
- Notes:
- Includes index.
- ISBN:
- 0071352872
- 9780071352871
- OCLC:
- 42682631
- Online:
- Contributor biographical information
- Publisher description
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