Direct marketing management
著者
書誌事項
Direct marketing management
Prentice Hall, c1999
2nd ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Written by a marketer/decision scientist team, this text explores all aspects of the discipline of direct marketing management - with a focus throughout on the best state-of-the-art practices and supporting research and theory.
目次
I. THE BASIS OF DIRECT MARKETING.
1. Contemporary Direct Marketing.
2. Planning a Direct Marketing Program.
II. DIRECT MARKETING DECISION VARIABLES.
3. Offer Planning and Positioning.
4. Mailing Lists: Processing and Selection.
5. List Segmentation.
6. Creative Strategy and Execution.
7. Fulfillment and Customer Service.
III. SPECIAL TECHNIQUES OF DIRECT MARKETING.
8. Developing and Using Customer Databases.
9. Profitability and Lifetime Value.
10. Testing Direct Marketing Programs.
11. Business-to-Business Direct Marketing.
IV. DIRECT MARKETING MEDIA.
12. Developing Direct Mail Campaigns.
13. Catalog Marketing.
14. Telephone Marketing.
15. Direct Response in Print Media.
16. Direct Response in Broadcast Media.
17. The Interactive Media.
Index.
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