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Direct marketing management Mary Lou Roberts; Paul D Berger

By: Contributor(s): Material type: TextPublication details: Upper Saddle River (N.J.) : Prentice Hall, cop. 1999.Edition: Second edDescription: xviii, 447 pages : illustrations ; 24 cmISBN:
  • 9780130804341
ISSN:
  • 013084084-x
Subject(s): LOC classification:
  • HF5415.126 .R62
Contents:
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.
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Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books Methodist University Library Main General Stacks Reference HF5415.126 .R62 (Browse shelf(Opens below)) Available 12455

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.

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