The book that helps you make the most of the latest marketing techniques Now completely updated and expanded, the new edition of Successful Direct Marketing Methods belongs on every marketer's bookshelf. This revision covers new topics such as the new objectives of direct marketing; acquisition, loyalty, retention, and win back; the growth of direct marketing in Europe, Asia, and Latin America; telemarketing; and much more.
Table of Contents
Direct Marketing Essentials
p. 1
The Scope of Direct Marketing
p. 3
Business, Strategic, and Direct Marketing Planning
p. 19
The Impact of Databases
p. 43
Consumer and Business Mailing Lists
p. 63
The Offer
p. 91
Building Customer Relationships
p. 115
Implementing Global Direct Marketing Campaigns
p. 145
Business-to-Business Direct Marketing
p. 173
Marketing to Business with Lead Generation
p. 199
Media of Direct Marketing
p. 227
Magazines
p. 229
Newspapers
p. 253
TV/Radio
p. 271
Insert and Co-op Media
p. 297
Telemarketing/Teleservices
p. 311
Internet Direct Marketing
p. 335
Overview of Internet Direct Marketing
p. 337
E-Communications
p. 363
E-Commerce
p. 389
Managing the Creative Process
p. 409
Creating Direct Mail Packages
p. 411
Creating and Managing Catalogs
p. 449
Creating Print Advertising
p. 485
Marketing Intelligence
p. 505
Modeling for Business Decision Support
p. 507
Mathematics of Direct Marketing
p. 525
Innovation Through Creativity and Testing
p. 543
Research for Direct Marketers
p. 573
Table of Contents provided by Blackwell. All Rights Reserved.
