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Direct Marketing Management by Paul D. Berger and Mary Lou Roberts (1999, Hardcover)

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About this product

Product Identifiers

PublisherPrentice Hall PTR

ISBN-100130804347

ISBN-139780130804341

eBay Product ID (ePID)48646

Product Key Features

Number of Pages480 Pages

Publication NameDirect Marketing Management

LanguageEnglish

Publication Year1999

SubjectMarketing / General, Advertising & Promotion

FeaturesRevised

TypeTextbook

AuthorPaul D. Berger, Mary Lou Roberts

Subject AreaBusiness & Economics

FormatHardcover

Dimensions

Item Height0.9 in

Item Weight31 Oz

Item Length9.5 in

Item Width7.2 in

Additional Product Features

Edition Number2

Intended AudienceCollege Audience

LCCN99-010509

Dewey Edition21

IllustratedYes

Dewey Decimal658.8/4

Edition DescriptionRevised edition

Table Of ContentI. 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.

SynopsisWritten 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., 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.

LC Classification NumberHF5415.126.R62 1999