Direct marketing : an integrated approach
著者
書誌事項
Direct marketing : an integrated approach
（Irwin/McGraw-Hill series in marketing）
Irwin/McGraw-Hill, c1998
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注記
System requirements for accompanying computer disks: IBM PC or compatible computer; Microsoft Windows 3.1
Includes bibliographical references and indexes
内容説明・目次
内容説明
This text and disk aim to provide comprehensive coverage of direct marketing practice and techniques, exploring marketing strategy and marketing management. Ten case studies are included.
目次
- Direct marketing strategies
- segmentation and target marketing
- direct marketing and technology
- database marketing
- list selection and management
- positioning and offer planning
- creative strategy and execution
- direct-mail marketing
- catalogue marketing
- telemarketing
- direct response television
- direct response radio
- direct response print
- business-to-business direct marketing
- direct marketing decision support tools
- direct marketing profitability
- the fulfillment process
- the future of direct marketing.
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