The New Integrated Direct Marketing
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The New Integrated Direct Marketing
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Author : Mike Berry
language : en
Publisher: Gower Publishing, Ltd.
Release Date : 1998
The New Integrated Direct Marketing written by Mike Berry and has been published by Gower Publishing, Ltd. this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998 with Business & Economics categories.
The author makes the case for direct marketing progressively dominating all marketing communications, not in terms of execution, but in attitude of mind and overall strategic viewpoint.
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
Integrated Direct Marketing
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Author : Ernan Roman
language : en
Publisher: McGraw-Hill Companies
Release Date : 1988
Integrated Direct Marketing written by Ernan Roman 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 1988 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 Maximarketing and Beyond Maximarketing "The integrated direct marketing process reminds us to contact customers and prospects on their terms, not ours. Customers want to be treated like individuals, not averages. Ernan Roman helps us realize that, with the right data, customer relationships can still be one-to-one without being face-to-face." -- J. Michael Lawrie U.S. Vice President and Area General Manager IBM Corporation "Ernan Roman, in this new volume, confronts the extraordinary changes in database technologies that are shaping the communications of tomorrow. A valuable resource for all marketers aiming for the highest return on their marketing investment." -- Jonah Gitlitz President, Direct Marketing Association "An important how-to book for any marketer serious about rationalizing the marketing communications budget and improving ROI." -- Don Pepper Co-author of The One to One Future: Building Relationships One Customer at a Time "The essential bootstrapper's guide to high-impact marketing. . . . If you're running an entrepreneurial company, buy this book, read it, make your management team read it, and begin implementing the ideas today." -- George Gendron Editor-in-Chief Inc. magazine
Direct Marketing
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Author : William J. McDonald (Ph. D.)
language : en
Publisher: Irwin Professional Publishing
Release Date : 1998
Direct Marketing written by William J. McDonald (Ph. D.) and has been published by Irwin Professional Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998 with Business & Economics categories.
This text and disk aim to provide comprehensive coverage of direct marketing practice and techniques, exploring marketing strategy and marketing management. Ten case studies are included.
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.
A Comparison Of The Main Direct Marketing Media And Their Future Prospects In The Age Of The New Millennium
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Author : Roman Keilhacker
language : en
Publisher: diplom.de
Release Date : 2000-06-09
A Comparison Of The Main Direct Marketing Media And Their Future Prospects In The Age Of The New Millennium written by Roman Keilhacker and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000-06-09 with Business & Economics categories.
Inhaltsangabe:Abstract: This liberal translation of the famous Victor Hugo quote applies to direct marketing as it exists today. Only 20 years ago, direct marketing was considered a speciality employed by book publishers, record clubs or magazine publishers seeking subscriptions. Meanwhile direct marketing has become a marketing tool utilised by more than half the U.S. Fortune 500 companies. Realising the growing importance of direct marketing in addition to traditional advertising, major advertising agencies such as Young & Rubican (Y&R) and Doyle Dane Bernbach (DDB) purchased the most famous specialised agencies in this field and worked with them to bring both general and direct marketing clients the combined expertise of both disciplines. Due to direct marketing s success it is now the basis for various subdisciplines. Database marketing, relationship marketing, one-to-one marketing, integrated marketing, and others all offer interesting extensions and variations of direct marketing s basic techniques. More and more companies, in Europe and the United States, are using direct marketing as one part of their overall marketing mix. But even with enormous advances in analytical and computer capabilities, many direct marketing attempts fail to achieve their potential or, worse, fail to work at all due to a misunderstanding of their advantages and disadvantages. Therefore the aim of this thesis will be to examine the characteristics of direct mail, outbound telemarketing and online direct marketing, and to explore their specific advantages & disadvantages in order to enable their effective utilisation in todays' business world. At the beginning of this thesis direct marketing s evolution and development over time will be analysed. The thesis continues with a description of these three direct marketing media and an evaluation of their respective advantages and disadvantages under the headings of communication, privacy, design and media. These four categories have been chosen, because they are the most important elements for the future of successful direct marketing. After analysing the current situation the future prospects of the three direct marketing media will be demonstrated by examining how their various characteristics fit into the future. Finally a case study was conducted to determine to which degree the analysed arguments were applicable. This is examined in the case of Roba Baumann GmbH, a wholesaler which produces children s [...]
The New Marketing Paradigm
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Author : Don E. Schultz
language : en
Publisher: McGraw Hill Professional
Release Date : 1994
The New Marketing Paradigm written by Don E. Schultz 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 1994 with Business & Economics categories.
Tells why mass marketing no longer works--and shows how integrated communications programs can respond to each customer.
Direct Marketing
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Author : William J. McDonald
language : en
Publisher:
Release Date : 1998
Direct Marketing written by William J. McDonald and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998 with Direct marketing categories.
Successful Direct Marketing Methods
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Author : Bob Stone
language : en
Publisher: McGraw Hill Professional
Release Date : 2008
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 2008 with Business & Economics categories.
Includes the latest tools and techniques needed for success in today's digital; multi-channel marketplace; this guide offers professionals a comprehensive roadmap for direct marketing success across today's multiple marketing channels. --
Integrated Marketing Communications
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Author : Philip J. Kitchen
language : en
Publisher: Psychology Press
Release Date : 2004
Integrated Marketing Communications written by Philip J. Kitchen and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together. Setting the scene in which IMC has emerged, the authors explain each component of the promotional mix and go on to explain the process of functional integration. The text includes key case studies on companies, including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications.