Direct marketing management
Robert, Mary Lou; Berger, Paul D.
Prentice-Hall · 1999
Deskripsi
Written by a marketer/decision scientist team, this book exploresallaspects 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.
Subjek
No. panggil
658.81 ROB d
Detail
- Penerbit
- Prentice-Hall
- Tahun
- 1999
- ISBN
- 0-13-214958-3
- Kolasi
- xxii, 501 hal.; ind.; ill.; 24 cm
- Bahasa
- Indonesia
- Klasifikasi
- 658.81