Direct Marketing In Action

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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.

Power Direct Marketing

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Author : Ray Jutkins
language : en
Publisher: N T C Business Books
Release Date : 1999

Power Direct Marketing written by Ray Jutkins and has been published by N T C Business Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with Business & Economics categories.

...aims to motivate, inspire, and educate readers about successful direct marketing. --dustjacket

Direct Marketing

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Author : Margaret Allen
language : en
Publisher:
Release Date : 1997

Direct Marketing written by Margaret Allen and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997 with Business & Economics categories.

Marketing professionals and those studying for marketing qualifications need to have an overall understanding of the scope and potential of this area. To cater for that need, Direct Marketing offers a practical guide to the subject. Topics covered include campaign planning, database management, mailing lists and telemarketing.

Direct Marketing

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Author :
language : en
Publisher:
Release Date : 2002

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 2002 with Direct marketing categories.

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.

Direct Marketing

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Author : Ray Jutkins
language : en
Publisher: Rockingham*jutkins*marketing
Release Date : 1989

Direct Marketing written by Ray Jutkins and has been published by Rockingham*jutkins*marketing this book supported file pdf, txt, epub, kindle and other format this book has been release on 1989 with Business & Economics categories.

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 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.

Marketing Communications

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Author :
language : en
Publisher:
Release Date : 1988

Marketing Communications written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1988 with Advertising categories.

Bulletin

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Author :
language : en
Publisher:
Release Date : 1980

Bulletin written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1980 with Agriculture categories.