Successful Direct Marketing Methods https://www.mheducation.com/cover-images/Jpeg_250-high/0071458298.jpeg?404URL=https://shop.mheducation.com/mhshopweb/images/no_cover_140.png
Table of Contents

Interested in seeing the entire table of contents?


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