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2004•Medical Entomology and ZoologyRequires access

Contemporary Direct Marketing

Lisa D. Spiller, Martin Baier

Open publisher page 14 citations

Abstract

(NOTE: All chapters conclude with a Summary, Key Terms, Review Questions, Exercises, and a Case study.) I. THE BASICS OF DIRECT MARKETING. 1. Elements of Direct Marketing. 2. Direct Marketing Lists and Segmentation. 3. Database Driven Direct Marketing. 4. Planning the Offer. 5. Creative Strategies in Direct Marketing. II. DIRECT MARKETING MEDIA. 6. Direct Mail and Other Print Media. 7. Broadcast and Other Electronic Media. 8. Telemarketing. 9. The Internet. III. DIRECT MARKETING STRATEGIES AND TACTICS. 10. Customer Service & Fulfillment. 11. Direct Marketing Research: Survey and Experimentation. 12. Regulatory Environment: The Ethical and Legal Issues In Direct Marketing. IV. DIRECT MARKETING APPLICATIONS. 13. Business-to-Business (Industrial) Direct Marketing. 14. Direct Marketing for Nonprofit Organizations. 15. International Direct Marketing. Glossary. Index.

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What this paper is about

(NOTE: All chapters conclude with a Summary, Key Terms, Review Questions, Exercises, and a Case study.) I. THE BASICS OF DIRECT MARKETING. 1. Elements of Direct Marketing. 2. Direct Marketing Lists and Segmentation. 3. Database Driven Direct Marketing. 4. Planning the Offer. 5. Creative Strategies in Direct Marketing. II. DIRECT MARKETING MEDIA. 6. Direct Mail and Other Print Media. 7. Broadcast and Other Electronic Media. 8. Telemarketing. 9. The Internet. III. DIRECT MARKETING STRATEGIES AND TACTICS. 10. Customer Service & Fulfillment. 11. Direct Marketing Research: Survey and Experimentation. 12. Regulatory Environment: The Ethical and Legal Issues In Direct Marketing. IV. DIRECT MARKETING APPLICATIONS. 13. Business-to-Business (Industrial) Direct Marketing. 14. Direct Marketing for Nonprofit Organizations. 15. International Direct Marketing. Glossary. Index.

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Available abstract

(NOTE: All chapters conclude with a Summary, Key Terms, Review Questions, Exercises, and a Case study.) I. THE BASICS OF DIRECT MARKETING. 1. Elements of Direct Marketing. 2. Direct Marketing Lists and Segmentation. 3. Database Driven Direct Marketing. 4. Planning the Offer. 5. Creative Strategies in Direct Marketing. II. DIRECT MARKETING MEDIA. 6. Direct Mail and Other Print Media. 7. Broadcast and Other Electronic Media. 8. Telemarketing. 9. The Internet. III. DIRECT MARKETING STRATEGIES AND TACTICS. 10. Customer Service & Fulfillment. 11. Direct Marketing Research: Survey and Experimentation. 12. Regulatory Environment: The Ethical and Legal Issues In Direct Marketing. IV. DIRECT MARKETING APPLICATIONS. 13. Business-to-Business (Industrial) Direct Marketing. 14. Direct Marketing for Nonprofit Organizations. 15. International Direct Marketing. Glossary. Index.

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

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