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Direct Marketing Management

ISBN-10: 013214784X

ISBN-13: 9780132147842

Edition: 1989

Authors: Mary L. Roberts, Paul Berger

List price: $84.00
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Book details

List price: $84.00
Copyright year: 1989
Publisher: Prentice Hall PTR
Binding: Hardcover
Pages: 440
Size: 7.50" wide x 10.00" long x 1.25" tall
Weight: 2.046
Language: English

The Basis Of Direct Marketing
Contemporary Direct Marketing
Planning a Direct Marketing Program
Direct Marketing Decision Variables
Offer Planning and Positioning
Mailing Lists: Processing and Selection
List Segmentation
Creative Strategy and Execution
Fulfillment and Customer Service
Special Techniques Of Direct Marketing
Developing and Using Customer Databases
Profitability and Lifetime Value
Testing Direct Marketing Programs
Business-to-Business Direct Marketing
Direct Marketing Media
Developing Direct Mail Campaigns
Catalog Marketing
Telephone Marketing
Direct Response in Print Media
Direct Response in Broadcast Media
The Interactive Media
Index