1 option
Direct marketing management / Mary Lou Roberts, Paul D. Berger.
Lippincott Library HF5415.126 .R62 1999
Available
- Format:
- Book
- Author/Creator:
- Roberts, Mary Lou.
- Language:
- English
- Subjects (All):
- Direct marketing.
- Marketing direct.
- Local Subjects:
- Marketing direct.
- Physical Description:
- xviii, 447 pages : illustrations ; 24 cm
- Edition:
- Second edition.
- Place of Publication:
- Upper Saddle River, N.J. : Prentice Hall, [1999]
- Summary:
- Written by a marketer/decision scientist team, this book 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. Covers: Databased Direct Marketing; Planning and Executing Direct Marketing Programs; Offer Planning and Positioning; Mailing Lists: Processing and Selection; List Segmentation; Creative Strategy and Execution; Fulfillment and Customer Service; Developing the Customer Database; Profitability and Lifetime Value; Testing Direct Marketing Programs; Business-to-Business Direct Marketing; Direct Mail Campaigns; Catalog Marketing; Telephone Marketing; Direct Response in Print Media; Direct Response in Broadcast Media; and The Interactive Media. For Direct Marketing and Marketing Communications professionals.
- Contents:
- Pt. 1. The Basis of Direct Marketing
- Ch. 1. Contemporary Direct Marketing
- Ch. 2. Planning a Direct Marketing Program
- Pt. 2. Direct Marketing Decision Variables
- Ch. 3. Offer Planning and Positioning
- Ch. 4. Mailing Lists: Processing and Selection
- Ch. 5. List Segmentation
- Ch. 6. Creative Strategy and Execution
- Ch. 7. Fulfillment and Customer Service
- Pt. 3. Special Techniques of Direct Marketing
- Ch. 8. Developing and Using Customer Databases
- Ch. 9. Profitability and Lifetime Value
- Ch. 10. Testing Direct Marketing Programs
- Ch. 11. Business-to-Business Direct Marketing
- Pt. 4. Direct Marketing Media
- Ch. 12. Developing Direct Mail Campaigns
- Ch. 13. Catalog Marketing
- Ch. 14. Telephone Marketing
- Ch. 15. Direct Response in Print Media
- Ch. 16. Direct Response in Broadcast Media
- Ch. 17. Interactive Media.
- Notes:
- Includes bibliographical references and index.
- Other Format:
- Online version: Roberts, Mary Lou. Direct marketing management.
- ISBN:
- 0130804347
- 9780130804341
- 013084084X
- 9780130840844
- OCLC:
- 40609207
The Penn Libraries is committed to describing library materials using current, accurate, and responsible language. If you discover outdated or inaccurate language, please fill out this feedback form to report it and suggest alternative language.