Direct Marketing
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Direct Marketing Management
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Author : Mary Lou Roberts
language : en
Publisher: Prentice Hall International (UK)
Release Date : 1999
Direct Marketing Management written by Mary Lou Roberts and has been published by Prentice Hall International (UK) this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with Business & Economics categories.
This revised te×t includes coverage of electronic commerce, database marketing and research into direct and on-line marketing.
International Direct Marketing
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Author : Manfred Krafft
language : en
Publisher: Springer Science & Business Media
Release Date : 2007-10-14
International Direct Marketing written by Manfred Krafft and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-10-14 with Business & Economics categories.
This book is the first to focus exclusively on International direct marketing (IDM), integrating state-of-the-art knowledge, best practice and unique data. The first part is a comprehensive, well-structured review, covering all relevant sources from academic journals to practitioner magazines. The second part consists of best practice examples on various aspects of IDM. The third part contains a summary of a proprietary consumer study on direct marketing attitudes and affinities across 24 countries worldwide, accompanied by country-specific fact sheets for IDM campaigns.
Direct Marketing
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Author : Edward L. Nash
language : en
Publisher: McGraw-Hill Companies
Release Date : 1995
Direct Marketing written by Edward L. Nash and has been published by McGraw-Hill Companies this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995 with Business & Economics categories.
This step-by-step book explains everything you need to succeed in every aspect of DM - from writing a basic marketing plan to writing direct mail copy, from planning an offer to planning a layout, from designing the product to evaluating the bottom-line results. You'll discover new analytical methods for forecasting and list selection, as well as expert guidance on using and budgeting for DM as part of an overall advertising mix. Direct marketing has earned its place in the forefront of advertising and distribution. Use it and grow with it! All the guidance you need is here in Direct Marketing. To reap the full profit potential of direct marketing, advertisers must keep on top of the latest changes in this fast-moving field without losing sight of the basics. Ed Nash's classic Direct Marketing shows how to do it all, do it well, and do it profitably. Thoroughly revised and updated, this renowned guide to the art and science of direct marketing now includes in-depth information on database marketing - the key to new applications in packaged goods, automotive, and all "general" advertising. DM guru Nash also puts advertisers into the fast lane of the emerging information superhighway with his thorough coverage of computer- and video-based interactive marketing. And if you're considering infomercials, you'll learn all about producing, testing, and fulfilling orders through this specialized media format.
Response
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Author : Lois K. Geller
language : en
Publisher: Oxford University Press
Release Date : 2002-11-01
Response written by Lois K. Geller and has been published by Oxford University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-11-01 with Business & Economics categories.
Marketing experts know that Direct Marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right way, always profitable. Lois K. Geller, a leading Direct Marketing expert, updates her classic book to include the latest tips and techniques, plus expanded coverage of Direct Marketing in the age of the Internet. The new Revised Edition of Response offers all marketers, in any size company, a strategy for creating and sustaining a profitable Direct Marketing program--both on- and off-line. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, Geller explains how to create profitable direct mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and more. Plus, she shows how all of these strategies can be applied to Internet direct marketing, including loyalty programs, online catalogs, fulfillment and customer service, and more. With scores of up-to-date examples drawn from companies large and small, including Ford Motor Company, American Express, and 1-800-Flowers, plus an updated glossary and resource guide, this Revised Edition of Response will be the authoritative source for Direct Marketing strategies and techniques.
Direct Marketing
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Author : Roddy Mullin
language : en
Publisher: Kogan Page Publishers
Release Date : 2002
Direct Marketing written by Roddy Mullin and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.
Direct marketing is widely acknowledged as one of the most popular and effective marketing communications tools. Marketing professionals, and those studying for marketing qualifications, need to have an overall understanding of the scope and potential of this whole area.
Direct Marketing In Action
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Author : Andrew R. Thomas
language : en
Publisher: Bloomsbury Publishing USA
Release Date : 2006-11-30
Direct Marketing In Action written by Andrew R. Thomas and has been published by Bloomsbury Publishing USA this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-11-30 with Business & Economics categories.
In a marketplace increasingly defined by customer categories with high expectations for service, quality, and responsiveness, companies are discovering that traditional mass marketing approaches are giving way to more targeted approaches that communicate directly with their customers. But to many consumers, direct marketing has a bad reputation, associated with intrusive door-to-door salesmen, dinnertime phone solicitations, junk mail, and, most recently, e-mail spam. In Direct Marketing in Action, a team of experts in the field dispels common myths and misconceptions about direct marketing and showcases the most current practices, principles, and techniques. The authors cover the full range of issues that must be considered in developing an effective direct marketing strategy, including competitive analysis, information and data management, media and channel selection, building brand loyalty, and measuring the results of campaigns. Bridging the gap between research and practice, clearly defining terms and concepts, and featuring numerous examples, Direct Marketing in Action will serve as an essential handbook for marketers and a comprehensive overview for students, teachers, and researchers. From the dentist who sends check-up reminders to his patients to the hotel chain that customizes room amenities based on their guests' profiles, direct marketing is infused with the idea that the best allocation of our marketing dollar is one that focuses on and communicates with our particular micro market—and reinforces the distinctive benefits that we provide to those customers. In Direct Marketing in Action the authors cover the full range of issues that must be considered in developing an effective direct marketing strategy, including competitive analysis, information and data management, media and channel selection, building brand loyalty, and measuring the results of campaigns. Bridging the gap between research and practice, clearly defining terms and concepts, featuring numerous examples, and presented in a format that can be read cover-to-cover or in modular fashion, Direct Marketing in Action will serve as an essential handbook for marketers and a comprehensive overview for students, teachers, and researchers.
Integrated Direct Marketing
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Author : Ernan Roman
language : en
Publisher: McGraw Hill Professional
Release Date : 1995
Integrated Direct Marketing written by Ernan Roman and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995 with Business & Economics categories.
The days of dominance by a single advertising medium--TV for the image-building and direct mail for the direct marketer--are over. Ernan Roman's seminal vision of media integration offers a clear path to new heights of marketing effectiveness. -- Stan Rapp Chairman, Cross Rapp Associates Author of
Direct Marketing In Practice
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Author : Matthew Housden
language : en
Publisher: Routledge
Release Date : 2012-04-27
Direct Marketing In Practice written by Matthew Housden and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-04-27 with Business & Economics categories.
Direct Marketing in Practice is a practical manual for all managers and marketers getting to grips with the powerful techniques available to skilled direct marketers. The book shows how to: · Plan a direct marketing campaign · Integrate new technology with conventional direct marketing practice · Maximise the impact, efficiency and return on investment of your activites · Evaluate the success of a campaign - and improve on it next time! Accessible and illuminating, each chapter in the book includes review questions and exercises to help you practice what you have learnt. In addition, the authors have used their considerable experience in the field to assemble many examples of best practice worldwide. These place the theory in a practical, real-world context, and demonstrate what a dramatic effect direct marketing can have on sales and profitability. Those contemplating or starting a career in direct marketing will find Direct Marketing in Practice an invaluable guide to contemporary practice. It is essential reading for all undergraduate students of marketing and business, as well of those undertaking professional examinations in this area.
Successful Direct Marketing Methods
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Author : Bob Stone
language : en
Publisher: McGraw Hill Professional
Release Date : 2007-12-05
Successful Direct Marketing Methods written by Bob Stone and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-12-05 with Business & Economics categories.
Direct marketing has grown beyond its roots in traditional mail order to embrace a host of new technologies, customer relationship-building techniques, and performance measures. Today, businesses and nonprofits of all kinds use direct marketing, which now garners 25% of the U.S. marketer's budget, surpassing newspapers and broadcast TV. Hailed as the “bible” of direct marketing for over 30 years, Successful Direct Marketing Methods has been completely updated and expanded with all the latest tools and techniques needed for success in today's digital, multi-channel marketplace. Written by world-renowned direct marketing experts Bob Stone and Ron Jacobs, the Eighth Edition of Successful Direct Marketing Methods contains major revisions to chapters on the creative process, fully covering the development of direct mail advertising, catalogs, and print advertising. The Eighth Edition also explores such new topics as: The expanding objectives of direct marketing in the digital age Techniques for optimizing customer acquisition, up-selling and cross-selling, reducing defections, extending loyalty, and improving retention CRM applications, data mining, call center, campaign management, and sales force automation Customer experience management--connecting customers and brands at every touch point Brand building with direct marketing tools and techniques The growth of direct marketing in Europe, Asia, and Latin America Methods of international marketing--both direct and telemarketing Successful Direct Marketing Methods offers professionals a comprehensive roadmap for direct marketing success across today's multiple marketing channels.
The Digital And Direct Marketing Goose
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Author : German Sacristan
language : en
Publisher: Happy About
Release Date : 2012-09
The Digital And Direct Marketing Goose written by German Sacristan and has been published by Happy About this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-09 with Business & Economics categories.
Marketing expert German Sacristan has stepped in to help marketers achieve success in this age of digital media. He has written a simple, functional, easy to reference book that outlines a methodical process to ensure a better ROMI, or return on market investment. German knows that most marketing campaigns fail because the fundamentals are just not given the attention they deserve. By reiterating the fundamentals of marketing, sales and communication and lucidly showing how they apply in the world of digital media, German has laid out a solid methodology for success in any marketing campaign.