DIRECT MARKETING

Michael Power, Robert Balderstone, Stan Gyles

Price: Rs 3422.53
ISBN: 9780074705087
Pages: 576
Pub Date: JAN-00
Publish Status: In Stock
Copyright Year: 2000

Mass Marketing to One on One

2. Segmentation through List Selection and Database Management

3. The Process of Integrated Marketing Communications

4. Copy Writing and Writing the Direct Mail Package

5. Building Customer Service Relationships

6. The "How" of Creating and Executing an Effective Offer

7. Using the Internet

8. Telemarketing

9. Creating and Managing Catalogues

10. Direct Marketing Business to Business

11. Direct Marketing and Fund Raising in "Not for Profit" Organisations

12. Direct Marketing Retail

13. Choosing Direct Marketing Media

14. Production Issues

15. Direct Marketing Distribution

16. Research, Testing, Tracking and Analysis

17. Business Ethics and Legal Systems

Direct Marketing (Includes software)

William McDonald

Price: Rs 1205.08
ISBN: 9780071159517
Pub Date: APR-00
Publish Status: In Stock
Copyright Year: 1998

About the bookKey featuresTable of contents

About the book

This is a text with cases appropriate for a course called database marketing or direct
marketing. The author?s own case analysis software titled THE DIRECT MARKETING
STRATEGY SYSTEM will also be packaged with every copy of the text. This text makes
great use of the information published in business-to-business periodicals and draws on
current texts in direct marketing, marketing strategy and marketing management. It also
relies on the author?s extensive business knowledge, teaching experience and publication
experience in direct marketing.
Key features

 10 cases on hot companies; i.e., Home Shopping Network, Victoria's Secret, and Avon.
 The appendices include sections on case analysis and the software manual.

Table of contents

Chapter 1. Introduction to Direct Marketing

Chapter 2. Direct Marketing Strategies
Chapter 3. Segmentation and Target Marketing
Chapter 4. Direct Marketing and Technology
Chapter 5. Database Marketing
Chapter 6. List Selection and Management
Chapter 7. Positioning and Offer Planning
Chapter 8. Creative Strategy and Execution
Chapter 9. Direct-Mail Marketing
Chapter 10. Catalog Marketing
Chapter 11. Telemarketing
Chapter 12. Direct Response Television
Chapter 13. Direct Response Radio
Chapter 14. Direct Response Print
Chapter 15. Business-to-Business Direct Marketing
Chapter 16. Direct Marketing Decision Support Tools
Chapter 17. Direct Marketing Profitability
Chapter 18. The Fulfillment Process
Chapter 19. The Future of Direct Marketing
Cases:
1. Avon Products
2. Barney and Friends
3. Deal-A-Meal USA
4. Dell Computer
5. Dial-A-Mattress
6. Fidelity Investments
7. The Franklin Mint
8. Home Shopping Network
9. ID Software
10. NordicTrack