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Book Cover
Author Roberts, Mary Lou.

Title Direct marketing management / Mary Lou Roberts, Paul D. Berger
Published Englewood Cliffs, NJ : Prentice Hall, [1989]


Location Call no. Vol. Availability
Description xxii, 501 pages : illustrations ; 25 cm
Contents What is direct marketing -- Strategies for direct marketers -- Offer planning and positioning -- List selection and segmentation -- Creative strategy and execution -- Targeted marketing using databases -- Process of fulfillment -- Testing direct-mail campaigns -- Developing direct-mail campaigns -- Catalog marketing -- Telephone marketing -- Direct response in print media -- Direct response in broadcast media -- Business to business direct marketing -- Bottom line of direct marketing ; profitability -- A look ahead -- Case 1. Jessica's Cottage, maintaining the momentum of a new catalog -- Case 2. Gemini Enterprises, testing and evaluating results from a mail-order campaign -- Case 3. Harbor Sweets, Inc., sales growth and expense control in a mail-order firm -- Case 4. Jordan Marsh, use of direct marketing techniques by a department store -- Case 5. Shaker Workshops, Inc., Potential acquisition of a mail-order firm -- Case 6. Simplex Time Recorder Company, growth of the telemarketing support group
Analysis 21030 marketing direct
Direct marketing
Notes Includes index
Bibliography Includes bibliographical references and index
Subject Direct marketing.
Marketing -- Management.
Author Berger, Paul D., 1943-
LC no. 88025240
ISBN 013214784X