Direct marketing management

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Prentice Hall, 1999 - Business & Economics - 447 pages
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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.

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Contents

DIRECT MARKETING DECISION VARIABLES
37
Processing and Selection
62
Data Overlay or Enhancement
72
Copyright

38 other sections not shown

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About the author (1999)

Mary Lou Roberts has held both a tenured faculty position at the University of Massachusetts Boston and a number of administrative positions there including Director of Development. Her Ph.D. in marketing is from the University of Michigan. In addition to Internet Marketing: Integrating Online and Offline Strategies she is senior author of Direct Marketing Management, second edition (Prentice-Hall, 1999) and second author of the forthcoming Customer Relationship Management (with Prof. Raymond R. Liu). She has published extensively in marketing journals in the U.S. and Europe and presently serves on a number of editorial review boards including the Journal of Database Marketing, the Journal of Financial Services Marketing and the Journal of Consumer Marketing. Her current scholarly work deals with information-driven marketing strategies, measurable marketing programs, marketing metrics and consumer-created media. She served several terms as a director of the Boston Chapter of the American Marketing Association and two terms on the national board of the AMA. As a representative of the AMA, Dr. Roberts also served two terms on the advisory committee to the United States Bureau of the Census. She was a member of the Board of Directors of the Massachusetts Audubon Society for fifteen years, serving at various times as a member of the Executive Committee and chair of the Marketing Committee.

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