Direct marketing management

Front Cover
Prentice Hall, 1999 - Business & Economics - 447 pages
0 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.

From inside the book

What people are saying - Write a review

We haven't found any reviews in the usual places.


Processing and Selection
Data Overlay or Enhancement

38 other sections not shown

Common terms and phrases

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.

Bibliographic information