Direct Marketing Management (2nd Edition) (Hardcover)
SKU: DADAX0130804347
ISBN : 9780130804341
Condition : New
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Direct Marketing Management (2nd Edition)
Written by a marketer/decision scientist team, this book 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. Covers: Databased Direct Marketing; Planning and Executing Direct Marketing Programs; Offer Planning and Positioning; Mailing Lists: Processing and Selection; List Segmentation; Creative Strategy and Execution; Fulfillment and Customer Service; Developing the Customer Database; Profitability and Lifetime Value; Testing Direct Marketing Programs; Business-to-Business Direct Marketing; Direct Mail Campaigns; Catalog Marketing; Telephone Marketing; Direct Response in Print Media; Direct Response in Broadcast Media; and The Interactive Media. For Direct Marketing and Marketing Communications professionals.
Specification of Direct Marketing Management (2nd Edition)
GENERAL | |
---|---|
Author | Mary Lou Roberts |
Binding | Hardcover |
Language | English |
Edition | 2nd |
ISBN-10 | 0130804347 |
ISBN-13 | 9780130804341 |
Publisher | Prentice Hall |
Publication Year | 1999 |
DIMENSIONS | |
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Height | 6.98 inch. |
Length | 1.01 inch. |
Width | 9.66 inch. |
Weight | 2.02 pounds. |
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