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Direct Marketing Management

Mary Lou Roberts, Paul D. Berger

Open publisher page 150 citations

Abstract

I. THE BASIS OF DIRECT MARKETING. 1. Contemporary Direct Marketing. 2. Planning a Direct Marketing Program. II. DIRECT MARKETING DECISION VARIABLES. 3. Offer Planning and Positioning. 4. Mailing Lists: Processing and Selection. 5. List Segmentation. 6. Creative Strategy and Execution. 7. Fulfillment and Customer Service. III. SPECIAL TECHNIQUES OF DIRECT MARKETING. 8. Developing and Using Customer Databases. 9. Profitability and Lifetime Value. 10. Testing Direct Marketing Programs. 11. Business-to-Business Direct Marketing. IV. DIRECT MARKETING MEDIA. 12. Developing Direct Mail Campaigns. 13. Catalog Marketing. 14. Telephone Marketing. 15. Direct Response in Print Media. 16. Direct Response in Broadcast Media. 17. The Interactive Media. Index.

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What this paper is about

I. THE BASIS OF DIRECT MARKETING. 1. Contemporary Direct Marketing. 2. Planning a Direct Marketing Program. II. DIRECT MARKETING DECISION VARIABLES. 3. Offer Planning and Positioning. 4. Mailing Lists: Processing and Selection. 5. List Segmentation. 6. Creative Strategy and Execution. 7. Fulfillment and Customer Service. III. SPECIAL TECHNIQUES OF DIRECT MARKETING. 8. Developing and Using Customer Databases. 9. Profitability and Lifetime Value. 10. Testing Direct Marketing Programs. 11. Business-to-Business Direct Marketing. IV. DIRECT MARKETING MEDIA. 12. Developing Direct Mail Campaigns. 13. Catalog Marketing. 14. Telephone Marketing. 15. Direct Response in Print Media. 16. Direct Response in Broadcast Media. 17. The Interactive Media. Index.

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Available abstract

I. THE BASIS OF DIRECT MARKETING. 1. Contemporary Direct Marketing. 2. Planning a Direct Marketing Program. II. DIRECT MARKETING DECISION VARIABLES. 3. Offer Planning and Positioning. 4. Mailing Lists: Processing and Selection. 5. List Segmentation. 6. Creative Strategy and Execution. 7. Fulfillment and Customer Service. III. SPECIAL TECHNIQUES OF DIRECT MARKETING. 8. Developing and Using Customer Databases. 9. Profitability and Lifetime Value. 10. Testing Direct Marketing Programs. 11. Business-to-Business Direct Marketing. IV. DIRECT MARKETING MEDIA. 12. Developing Direct Mail Campaigns. 13. Catalog Marketing. 14. Telephone Marketing. 15. Direct Response in Print Media. 16. Direct Response in Broadcast Media. 17. The Interactive Media. Index.

Key concepts: Direct marketing, Digital marketing, Marketing management, Marketing, Marketing strategy, Return on marketing investment, Business, Marketing research

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