Direct marketing management (Record no. 1907)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01502nam a2200205 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780130804341 |
| 022 ## - INTERNATIONAL STANDARD SERIAL NUMBER | |
| ISSN | 013084084-x |
| 050 ## - CALL NUMBER | |
| Classification number | HF5415.126 |
| Item number | .R62 |
| 100 ## - AUTHOR | |
| Personal name | Mary Lou Roberts |
| 245 ## - TITLE | |
| Title | Direct marketing management |
| Statement of responsibility, etc | Mary Lou Roberts; Paul D Berger |
| 250 ## - EDITION | |
| Edition statement | Second ed |
| 260 ## - PUBLICATION INFORMATION | |
| Place of publication | Upper Saddle River (N.J.) : |
| Name of publisher | Prentice Hall, |
| Year of publication | cop. 1999. |
| 300 ## - DESCRIPTION | |
| Number of Pages | xviii, 447 pages : |
| Other physical details | illustrations ; |
| Dimensions | 24 cm |
| 500 ## - NOTES | |
| General note | Bibliographical references and index |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Table of Content | pt. 1. The Basis of Direct Marketing --<br/>Ch. 1. Contemporary Direct Marketing --<br/>Ch. 2. Planning a Direct Marketing Program --<br/>pt. 2. Direct Marketing Decision Variables --<br/>Ch. 3. Offer Planning and Positioning --<br/>Ch. 4. Mailing Lists: Processing and Selection --<br/>Ch. 5. List Segmentation --<br/>Ch. 6. Creative Strategy and Execution --<br/>Ch. 7. Fulfillment and Customer Service --<br/>pt. 3. Special Techniques of Direct Marketing --<br/>Ch. 8. Developing and Using Customer Databases --<br/>Ch. 9. Profitability and Lifetime Value --<br/>Ch. 10. Testing Direct Marketing Programs --<br/>Ch. 11. Business-to-Business Direct Marketing --<br/>pt. 4. Direct Marketing Media --<br/>Ch. 12. Developing Direct Mail Campaigns --<br/>Ch. 13. Catalog Marketing --<br/>Ch. 14. Telephone Marketing --<br/>Ch. 15. Direct Response in Print Media --<br/>Ch. 16. Direct Response in Broadcast Media --<br/>Ch. 17. Interactive Media. |
| 650 ## - SUBJECTS | |
| Topical Term | Direct marketing. |
| 650 ## - SUBJECTS | |
| Topical Term | Marketing direct. |
| 700 ## - OTHER AUTHORS | |
| Personal name | Paul D Berger |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Books |
| Withdrawn status | Lost status | Collection code | Home library | Current library | Shelving location | Date acquired | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|---|---|---|---|
| Reference | Methodist University Library Main | Methodist University Library Main | General Stacks | 22/12/2003 | HF5415.126 .R62 | 12455 | Books |