Direct Marketing Management

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Prentice Hall, 1999 - Business & Economics - 447 pages
2 Reviews
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

THE BASIS OF DIRECT MARKETING
2
DIRECT MARKETING DECISION VARIABLES
37
Processing and Selection
63
Data Overlay or Enhancement
72
Economics and Selection of Mailing Lists
82
List Segmentation
88
Segmentation Techniques
94
Comparison of Segmentation Techniques
105
Summary
233
The BusinesstoBusiness Database
247
Summary
264
DIRECT MARKETING MEDIA
265
Catalog Marketing
296
The Crowded Catalog Marketplace
303
Catalog Design
317
Producing the Catalog
323

Other Considerations in Choice of Segmentation Technique
114
Developing Creative Strategies
121
Evaluating the Creative Product
134
OrderForm Issues
140
Warehousing Issues
146
SPECIAL TECHNIQUES OF DIRECT MARKETING
161
Profitability and Lifetime Value
179
Profit and Loss Statements
186
Customer Lifetime Value
192
Testing Direct Marketing Programs
202
Hypothesis Testing
208
OneataTime Designs versus Factorial Designs
217
An Example with Interaction Present
227
Telephone Marketing
329
The Basic Types of Telephone Marketing
335
Establishing an InHouse Telephone Marketing Center
345
Summary
355
Discussion Questions and Exercises
356
Direct Response in Newspapers
373
Summary
381
Creating DirectResponse Spots
389
Interactive Media
409
Advertising on the Web
425
Using the Internet to Sell Goods and Services
432
Summary
439
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About the author (1999)

Mary Lou Roberts has been a tenured professor of marketing at the University of Massachusetts and held a number of administrative positions there including Director of Development. She currently teaches Internet Marketing to a global cadre of students at the Harvard University Extension School. Her Ph.D. in marketing is from the University of Michigan. She is senior author of Direct Marketing Management, 2e, available on her website www.marylouroberts.info. She has published extensively in marketing journals in the U.S. and Europe. Dr. Roberts is a frequent presenter on programs of both professional and academic marketing organizations, and has consulted and provided planning services and management training programs for a wide variety of corporations and non-profit organizations. She has been an active member of many professional organizations and has served on a number of their boards.

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