Download or read book Direct Marketing Management written by Mary Lou Roberts and published by Prentice Hall International (UK). This book was released on 1999 with total page 472 pages. Available in PDF, EPUB and Kindle. Book excerpt: This revised te×t includes coverage of electronic commerce, database marketing and research into direct and on-line marketing.
Download or read book Direct Marketing written by Edward L. Nash and published by McGraw-Hill Companies. This book was released on 1986 with total page 488 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Direct Marketing written by William J. McDonald (Ph. D.) and published by Irwin Professional Publishing. This book was released on 1998 with total page 558 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Direct Marketing in Action written by Andrew R. Thomas and published by Bloomsbury Publishing USA. This book was released on 2006-11-30 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Direct Marketing in Practice written by Matthew Housden and published by Taylor & Francis. This book was released on 2012-04-27 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Direct Marketing written by Edward L. Nash and published by McGraw-Hill Companies. This book was released on 1995 with total page 518 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Response written by Lois K. Geller and published by Oxford University Press. This book was released on 2002-11-01 with total page 384 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Successful Direct Marketing Methods written by Bob Stone and published by McGraw Hill Professional. This book was released on 2008 with total page 697 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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. --
Download or read book Profitable Direct Marketing written by Jim Kobs and published by McGraw-Hill Companies. This book was released on 1992 with total page 420 pages. Available in PDF, EPUB and Kindle. Book excerpt: Jim Kobs is a respected leader in the field of direct marketing, a strategic thinker, an effective teacher/lecturer, an award-winning creative thinker, a noted author and a good friend. Profitable Direct Marketing incorporates the wisdom of his years of experience and is an important addition to the library of every serious direct marketer. -- Jonah Gitlitz President Direct Marketing Association, Inc. This eagerly awaited new edition provides the know-how needed by every advertising, promotion and direct marketing manager who wants to succeed in the age of the individual. Highly recommended for both the basics and its advanced strategic insights. -- Stan Rapp Coauthor of MaxiMarketing Like Jim Kobs himself, his book is so wise, so clear, so well-organized, and so knowledgeable, I can't imagine a better place to get a broad grasp of the direct marketing of today and tomorrow. -- Thomas L. Collins Coauthor of MaxiMarketing Before you spend another dime to promote your product or service, you should read Jim Kobs' book to ensure that you are maximizing your investment. Getting the most out of direct marketing requires not only careful planning and execution, but rigorous analysis. Jim Kobs shows you how to do it, from start to finish. -- John Schlactenhaufen Vice President Sales &Marketing Dictaphone Corporation Jim Kobs covers it all . . . . Strategy, tactics, basic rules and advanced concepts are all addressed in what is becoming a must read for anyone using or contemplating a direct marketing program. -- Stephen E. Toman Executive Vice President Grolier, Inc. Finding this book is like finding your glasses . what seemed vague and obscure becomes clear. -- Susan J.McIntyre Direct Marketing Manager NIKE, Inc. This second edition updates, reinvigorates and adds fresh knowledge and insights to Jim Kobs' masterful work. -- Barrie M. Spelling Vice President, New Business Colgate-Palmolive Company Profitable Direct Marketing is a goldmine of information for immediate (and enjoyable) reading, and is an invaluable reference source for years to come. -- Richard S. Hodgson Author of Direct Mail and Mail Order Handbook
Download or read book Management of Marketing written by Geoffrey Lancaster and published by Routledge. This book was released on 2005 with total page 422 pages. Available in PDF, EPUB and Kindle. Book excerpt: Providing information on the core elements of marketing, this text explains basic aspects of the subject for those requiring a broad overview of the entire field.
Download or read book No B S Direct Marketing written by Dan S. Kennedy and published by Entrepreneur Press. This book was released on 2013-04-01 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: Kennedy dares marketers to dramatically simplify their marketing, refocusing on what works. Updated to address the newest media and marketing methods, this marketing master plan — from marketing master Kennedy—delivers a short list of radically different, little-known, profit-proven direct mail strategies for ANY business. Strategies are illustrated by case history examples from an elite team of consultants—all phenomenally successful at borrowing direct marketing strategies from the world of mail-order, TV infomercials, etc., to use in ’ordinary’ businesses including retail stores, restaurants, and sales.
Download or read book The Direct Marketing Cookbook written by Daniel J. Polito and published by iUniverse. This book was released on 2004 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: There are many books available on the technical theories that underlie direct marketing methods. This is not one of them! With The Direct Marketing Cookbook you will acquire the skill and knowledge needed to create successful direct marketing programs that garner profitable responses. Discover how to identify and create offers that sell, contact potential customers without being bothersome, gather needed customer information, turn responses into sales, and even how to dominate the marketplace in your industry. The Direct Marketing Cookbook teaches and guides both professionals and those responsible for marketing their businesses, how to successfully plan, develop, execute and manage direct marketing programs that can build their customer base and keep customers coming back. The simple truth is that many business professionals have little or no marketing experience, especially in the complex and confusing area of direct response marketing. Yet they are constantly challenged to acquire more of the right customers if they are ever to survive these difficult times. It makes no difference whether you work at AT&T, IBM, or as a consultant with a part-time secretary; The Direct Marketing Cookbook: A Recipe for Getting and Keeping Customers will provide you with an in-depth understanding of the system and techniques needed to master the process of developing successful direct marketing programs.
Download or read book Marketing Management written by and published by Nirali Prakashan. This book was released on with total page 204 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book International Direct Marketing written by Manfred Krafft and published by Springer Science & Business Media. This book was released on 2007-10-14 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Marketing Management written by Dr. Brijesh Sivathanu and published by Lulu.com. This book was released on 2014-06-24 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Products are an important variable in the marketing mix. The mix of products offered by a company such as Heinz can be a firm's most important competitive tool. If a company's products do not meet customers 'desires and needs, the company will fail unless it makes adjustments. Developing successful products like Dell personal computers requires knowledge of fundamental product concepts.
Download or read book Integrated Direct Marketing written by Ernan Roman and published by McGraw Hill Professional. This book was released on 1995 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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
Download or read book Basic Marketing Management written by Douglas J. Dalrymple and published by . This book was released on 1995-02-10 with total page 484 pages. Available in PDF, EPUB and Kindle. Book excerpt: Focuses on all aspects of planning, coordinating and executing marketing strategy. Includes the main concepts and terms associated with marketing management. Contains new chapters on competitive analysis, sales promotion, direct marketing and an increased emphasis on international trade and foreign marketing strategies.
