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Mary Lou Roberts

Direct marketing management Mary Lou Roberts; Paul D Berger - Second ed - Upper Saddle River (N.J.) : Prentice Hall, cop. 1999. - xviii, 447 pages : illustrations ; 24 cm

Bibliographical references and index

pt. 1. The Basis of Direct Marketing --
Ch. 1. Contemporary Direct Marketing --
Ch. 2. Planning a Direct Marketing Program --
pt. 2. Direct Marketing Decision Variables --
Ch. 3. Offer Planning and Positioning --
Ch. 4. Mailing Lists: Processing and Selection --
Ch. 5. List Segmentation --
Ch. 6. Creative Strategy and Execution --
Ch. 7. Fulfillment and Customer Service --
pt. 3. Special Techniques of Direct Marketing --
Ch. 8. Developing and Using Customer Databases --
Ch. 9. Profitability and Lifetime Value --
Ch. 10. Testing Direct Marketing Programs --
Ch. 11. Business-to-Business Direct Marketing --
pt. 4. Direct Marketing Media --
Ch. 12. Developing Direct Mail Campaigns --
Ch. 13. Catalog Marketing --
Ch. 14. Telephone Marketing --
Ch. 15. Direct Response in Print Media --
Ch. 16. Direct Response in Broadcast Media --
Ch. 17. Interactive Media.

ISBN: 9780130804341

ISSN: 013084084-x

Subjects--Topical Terms:
Direct marketing.
Marketing direct.

LC Class. No.: HF5415.126 / .R62