Direct marketing management
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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DIRECT MARKETING DECISION VARIABLES
Processing and Selection
Data Overlay or Enhancement
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acquisition cost advertising analysis ANOVA average basic better brand business markets business-to-business call center catalog marketers CHAID chapter consumer creative Customer Lifetime Value customer service Database Marketing decision demographics develop direct mail Direct Marketing Association direct marketing program discussed DRTV effective electronic envelope example FedEx Figure firm format grand mean house list important infomercial interaction Internet issues Journal of Direct L.L. Bean leads lifetime value Lincolnwood magazine mail package mail pieces mass media medium merchandise million names newspapers null hypothesis objectives offer on-line operations percent premium profit promotional prospects purchase radio reps response rate retail store sales force sample selling Source space advertising specific statistical strategy successful Table target market techniques telemarketing telephone marketing tion tomer users variables