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Handbuch Direct Marketing

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The Direct Marketing Handbook

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Author : Edward L. Nash
language : en
Publisher: McGraw-Hill Companies
Release Date : 1992

The Direct Marketing Handbook 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 1992 with Business & Economics categories.

The Handbook Of International Direct Marketing

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Author :
language : en
Publisher:
Release Date : 1999

The Handbook Of International Direct Marketing written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with Business & Economics categories.

Although direct mail is the fastest growing marketing medium in the world, it is still largely organized on a national basis and remains confined by borders. To support and inform marketing professionals in the development of direct marketing into an international activity, the fourth edition of this title offers a comprehensive 'one-stop' guide to the direct mail potential of every major export market in the world. It provides authoritative, independent advice on how to formulate and execute effective campaigns, along with detailed information on markets, costs and data relevant to businesses based in any country.

The Handbook Of Direct Marketing For Non Profit Organizations

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Author : Billy Sharma
language : en
Publisher:
Release Date : 2009

The Handbook Of Direct Marketing For Non Profit Organizations written by Billy Sharma and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Direct marketing categories.

The Handbook Of Field Marketing

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Author : Alison Williams
language : en
Publisher: Kogan Page Publishers
Release Date : 2009-06-03

The Handbook Of Field Marketing written by Alison Williams 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 2009-06-03 with Business & Economics categories.

If you are involved in field marketing, this is the book for you. Whether you are working within a company and seeking to employ a field marketing agency, or you work for such an agency and want to ensure best practice, The Handbook of Field Marketing is the essential handbook for success. Crammed with self study questions, case studies, and proven advice for success, this book offers a blueprint for best practice, enabling you to undertake robust, rigorous and meaningful brand research. The Handbook of Field Marketing reveals the best techniques to ensure profitable brand maximization for your company's products (or those of the client company), whether measured by brand visibility, product availability, positioning, performance against competitors or overall sales performance.

Handbuch Des Direct Marketing

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Author : Heinz Dallmer
language : de
Publisher: Springer-Verlag
Release Date : 2013-11-11

Handbuch Des Direct Marketing written by Heinz Dallmer and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-11-11 with Business & Economics categories.

Erster Teil 11 Oberblick über das Gebiet des Dlrect-Marketlng 1. Das System des Direct-Marketing H. Dallmer/ R. Thedens 13 2. Direct-Marketing-Volumen und Struktur des Marktes H. Fischer 31 3. Der Versandhandel: Zahlen, Daten, Fakten G. Krämer 45 Zweiter Tell Theoretische Grundzüge des Dlrect-Marketlng 51 1. Direct-Marketing und Marketing A. Grundzüge des Marketing St. Tischler 53 B. Die Instrumente des Direct-Marketing L. Wagner 65 C. Ziele und Funktionen des Direct-Marketing Prof. Dr. G. Reiser 79 D. Marktsegmentierung und Direct-Marketing Prof. Dr. E. Dicht! 97 2. Direct-Marketing und direkte Kommunikation A. Grundzüge der direkten Kommunikation Prof. Dr. W. Lerg 111 B. Meinungsführer als Bezugspunkte der Prof. Dr. W. Kroeber- 125 persönlichen Kommunikation Riei/Dr. K. Kaas C. Der Einfluß des Kommunikators auf die Wirkung direkter Marktkommunikationen Prof. Dr. R. Köhler 135 D. Direkte Kommunikation und ihre Bedeutung Prof. Dr. für Meinungsbildung und Kaufentscheid 0. W. Haseloff 159 Dritter Tell Technik der direkten Kommunikation 217 1. Die Vorbereitung von Direct-Marketing-Aktionen (Beispiele) R. Harrer 221 2. Die Zielgruppe A. Die Bestimmung der optimalen Zielgruppe G. Lehr 231 B. Techniken des Aufbaus, der Verwaltung und des Einsatzes von Adreßlisten 263 I. Adreß-/Datenspeicherung a. Darstellung eines konventionellen Adressier-und Datenerfassungssystems H. Hornemann 265 b. Adreßverarbeitung per EDV H. Heidbreder 271 II. Adreß-/Datenpflege und -bewertung H. Dallmer 285 111. Abgleichverfahren C. Reinbacher/ R. Pfeiffer 295 IV. Informationssysteme (individuelle Direktwerbung mit Computer) K. Henninger 305 3. Die Informationsvermittlung (Kommunikationsebene) A. Direktwerbung I. Die schriftliche Ansprache 325 a. Die Konzeption von Kampagnen C. Mayer 327 b.

Handbuch Direct Marketing

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Author : Heinz Dallmer
language : de
Publisher: Springer-Verlag
Release Date : 2013-03-13

Handbuch Direct Marketing written by Heinz Dallmer and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-03-13 with Business & Economics categories.

Als 1975 erstmals das Handbuch des Direct Marketing erschien, gab es so gut wie keine deutschsprachige Literatur zu diesem Fachgebiet. Dieses hat sich in den vergangenen 15 Jahren verandert, wenn auch die Anspruche vieler Autoren/Herausgeber haufig nieht dem Titel ihrer Werke und auch haufig nieht der Erwartungshaltung der Kaufer entsprachen. Seinerzeit galt die Prognose, da13 in einigen J ahren jedes Marketing mehr oder weniger Direct Marketing sein wurde. Auf diesem Weg sind wir ein ganz scMnes Stuck vorangekommen. Und dieses hat viele Grunde. (Der neueste Beweis liegt mit der DDV-Studie "Wirtschaftsfaktor Direktmarketing" vor.) In einer sehr uberzeugenden Ableitung der Marketingtrends seit den 60er J ahren weist W. Pepels (in: Kommunikation 2190, S. 32ff.) nach, daB erste Reaktanzwirkungen in der Verbraucherschaft sowie der sinkende Produktivitatsbeitrag immer starker pene trierter KommunikationsmaBnahmen zur Forcierung von Direct-Marketing-Aktivi taten fUhrte. Nach der Berucksiehtigung gesellschaftlicher Aspekte in den 70er J ahren und der Entwieklung der Hypothese yom "Global Marketing" (Levitt) bzw. dessen Gegenbewegung, namlich Naisbitts Theorie der "Multi-options Society", erganzte Kotler das traditionelle Marketing-Instrumentarium der 4 Ps (Product, Place, Pro motion, Priee) um weitere 2 Ps (Publicity, Power). Pepels wagt die Voraussage, daB das "Customized Marketing" (individualisiertes Marketing) und der Zugriff auf ex terne Datenbanken neben dem Angebot integrierter Beratungslosungen (einschl. Di rect Marketing) weiter zunehmen wird. Ein schnelles Feedback auf Marktreaktion mache intensive Unternehmen-Kunden-Beziehungen in sog. Networkings notwendig im Sinne eines aussagefahigen Meinungsaustauschs, der durch Kunden-Kontakt-Pro gramme gewahrleistet wird

Standing Order

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Author : Fedma
language : en
Publisher:
Release Date : 1999-09-01

Standing Order written by Fedma and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999-09-01 with categories.

The Handbook Of International Direct Marketing

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Author : Adam Baines
language : en
Publisher:
Release Date : 1995

The Handbook Of International Direct Marketing written by Adam Baines and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995 with Business & Economics categories.

Handbuch Direct Marketing

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Author : Heinz Dallmer
language : de
Publisher: Springer-Verlag
Release Date : 2013-03-13

"Zwei Drittel der Beiträge sind neu, wie zum Beispiel die Auseinandersetzung mit der sich abzeichnenden Internationalisierung des Direktmarketings und die Kapitel über Direkt-Response-Television, Telemarketing und Database Management. Auch die Nutzung der neuen Medien und das Thema Internet werden ausführlich behandelt." Friedhelm Lammoth, Präsident DDV

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.

Handbuch Direct Marketing

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