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Successful Direct Marketing Methods

Successful Direct Marketing Methods

8th Edition
By Bob Stone and Ron Jacobs
Copyright: 2008

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ISBN10: 0071458298 | ISBN13: 9780071458290

$67.00

The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.

Program Details

Section One: Direct Marketing Essentials

Chapter 1: The Scope of Direct Marketing

Chapter 2: Business, Strategic and Direct Marketing Planning

Chapter 3: The Impact of Databases

Chapter 4: Consumer and Business Mailing Lists

Chapter 5: The Offer

Chapter 6: Building Customer Relationships

Chapter 7: Implementing Global Direct Marketing Campaigns

Chapter 8: Business-to-Business Direct Marketing

Chapter 9: Marketing to Businesses with Lead Generation

Section Two: Media of Direct Marketing

Chapter 10 - Magazines

Chapter 11 - Newspapers

Chapter 12 - TV/Radio

Chapter 13: Insert and Co-op Media

Chapter 14: Telemarketing/Teleservices

Section Three: Internet Direct Marketing

Chapter 15: Overview of Internet Direct Marketing Chapter 16: E-Communications

Chapter 17: E-Commerce

Section Four: Managing the Creative Process

Chapter 18: Creating Direct Mail Advertising

Chapter 19: Creating and Managing Catalogs

Chapter 20: Creating Print Advertising

Chapter 21: Modeling for Business Decision Support

Chapter 22: Mathematics of Direct Marketing

Chapter 23: Innovation through Creativity and Testing

Chapter 24: Research for Direct Marketing

Glossary