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Editorial Reviews
Product Description
The publisher, Prentice Hall Business Publishing
An introduction to management approaches and analytical techniques for developing, executing, and evaluating direct marketing programs. --This text refers to an out of print or unavailable edition of this title.
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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; and The Interactive Media. For Direct Marketing and Marketing Communications professionals.
The publisher, Prentice Hall Business Publishing
An introduction to management approaches and analytical techniques for developing, executing, and evaluating direct marketing programs. --This text refers to an out of print or unavailable edition of this title.
See all Editorial Reviews
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