| 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 |
|
0132149583 |
|
