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Direct Marketing Management
Mary Lou RobertsPaul D. Berger
出版Prentice Hall, 1999
主題Business & Economics / Advertising & PromotionBusiness & Economics / Marketing / GeneralBusiness & Economics / Marketing / DirectBusiness & Economics / Sales & Selling / GeneralBusiness & Economics / Sales & Selling / Management
ISBN01308043479780130804341
URLhttp://books.google.com.hk/books?id=5_kmIMDKKGQC&hl=&source=gbs_api
EBookSAMPLE
註釋Written by a marketer/decision scientist team, this book exploresallaspects 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.