DIRECT MARKETING MANAGEMENT

DIRECT MARKETING MANAGEMENT

Written by a marketer/decision scientist team, this book explores all aspects of the discipline of direct marketing management --with a focus throughout on the best state-of-the-art practices and supporting research and theory. Covers: Databased Direct Marketing; Planning and Executing Direct Marketing Programs; Offer Planning and Positioning; Mailing Lists: Processing and Selection; List Segmentation; Creative Strategy and Execution; Fulfillment and Customer Service; Developing the Customer Database; Profitability and Lifetime Value; Testing Direct Marketing Programs; Business-to-Business Direct Marketing; Direct Mail Campaigns; Catalog Marketing; Telephone Marketing; Direct Response in Print Media; Direct Response in Broadcast Media; andThe Interactive Media. For Direct Marketing and Marketing Communications professionals.
Editora: PRENTICE HALL
ISBN: 0130804347
ISBN13: 9780130804341
Edição: 2ª Edição - 1999
Número de Páginas: 480
Acabamento: PAPERBACK
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