Direct marketing in action : cutting-edge strategies for finding and keeping the best customers / edited by Andrew R. Thomas [and others].

Other author Thomas, Andrew R.
Format Book
Publication InfoWestport, Conn. : Praeger Publishers, 2007.
Descriptionxiv, 218 pages : illustrations ; 25 cm
Supplemental ContentTable of contents only
Subjects
Direct marketing.
Target marketing.
Marketing--Management.
Consumer behavior.

Contents What is direct marketing? / Andrew R. Thomas and Karen Nelsen -- Customer analysis : the right behaviors / Deborah L. Owens and William J. Hauser -- Environmental analysis : identifying internal capabilities and external opportunities / Dan Rose -- Competitor analysis : assessing competitive formats and strategies / Linda M. Foley -- Data mining and profiling : the right information / Annemarie Scarisbrick-Hauser -- Target marketing / Deborah L. Owens and Cathy L. Martin -- Differentiating and positioning : formulating and implementing the right strategies / Dale M. Lewison -- Unique value proposition : developing and implementing the right offer / Dale M. Lewison and Mark Collins -- Creative marketing communications : creating and delivering the right message / William J. Hauser -- Direct marketing channels : selecting and employing the right media / Bruce D. Keillor -- Fulfillment and service : meeting and exceeding the customer's expectations / Ann Daher Fleming and Linda M. Foley -- Measurement and assessment : analyzing and interpreting performance results / Ann Daher Fleming and Linda M. Foley -- Adaptation and innovation / Linda M. Foley -- Ethics and professionalism / Steven Brubaker and Timothy J. Wilkinson.
Bibliography noteIncludes bibliographical references (p. [195]-199) and index.
LCCN 2006026009
ISBN0275992233 (alk. paper)
ISBN9780275992231 (alk. paper)

Availability

Library Location Call Number Status Item Actions
Joyner General Stacks HF5415.126 .D57 2007 ✔ Available Place Hold