| Description |
xxviii, 579 pages : illustrations ; 25 cm |
| Contents |
Sect. 1. Direct Marketing Essentials -- Ch. 1. The Scope of Direct Marketing -- Ch. 2. Business, Strategic, and Direct Marketing Planning -- Ch. 3. The Impact of Databases -- Ch. 4. Consumer and Business Mailing Lists -- Ch. 5. The Offer -- Sect. 2. Media of Direct Marketing -- Ch. 6. Magazines -- Ch. 7. Newspapers -- Ch. 8. TV/Radio -- Ch. 9. Co-ops -- Ch. 10. Telemarketing/Teleservices -- Sect. 3. Internet Direct Marketing -- Ch. 11. Overview of Internet Direct Marketing -- Ch. 12. E-Communications -- Ch. 13. E-Commerce -- Sect. 4. Managing the Creative Process -- Ch. 14. Creating Direct Mail Advertising -- Ch. 15. Creating and Managing Catalogs -- Ch. 16. Creating Print Advertising -- Sect. 5. Marketing to Businesses -- Ch. 17. Business-to-Business Direct Marketing -- Ch. 18. Managing a Lead-Generation Program -- Sect. 6. Marketing Intelligence -- Ch. 19. Modeling for Business Decision Support -- Ch. 20. Mathematics of Direct Marketing |
|
Ch. 21. Innovation Through Creativity and Testing -- Ch. 22. Research for Direct Marketers -- App. Careers in Direct Marketing |
| Notes |
Includes index |
| Subject |
Direct marketing.
|
| Author |
Jacobs, Ron, 1948-
|
| LC no. |
00067572 |
| ISBN |
0658001450 |
|
