Business to business direct marketing:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Yardley, PA
Direct Marketing Publ.
1990
|
| Edition: | 2. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | X, 492 S. Ill., graph. Darst. |
| ISBN: | 1879644002 |
Staff View
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV005398098 | ||
| 003 | DE-604 | ||
| 005 | 00000000000000.0 | ||
| 007 | t | ||
| 008 | 920629s1990 ad|| |||| 00||| eng d | ||
| 020 | |a 1879644002 |9 1-879644-00-2 | ||
| 035 | |a (OCoLC)26013168 | ||
| 035 | |a (DE-599)BVBBV005398098 | ||
| 040 | |a DE-604 |b ger |e rakddb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-19 |a DE-945 | ||
| 050 | 0 | |a HF5415.1263 | |
| 082 | 0 | |a 658.8/4 |2 20 | |
| 084 | |a QP 621 |0 (DE-625)141912: |2 rvk | ||
| 100 | 1 | |a Goldberg, Bernard A. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Business to business direct marketing |c Bernard A. Goldberg and Tracy Emerick |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Yardley, PA |b Direct Marketing Publ. |c 1990 | |
| 300 | |a X, 492 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Industrial marketing |x Management | |
| 650 | 0 | 7 | |a Direktmarketing |0 (DE-588)4012421-6 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Business-to-Business-Marketing |0 (DE-588)4631075-7 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Business-to-Business-Marketing |0 (DE-588)4631075-7 |D s |
| 689 | 0 | 1 | |a Direktmarketing |0 (DE-588)4012421-6 |D s |
| 689 | 0 | |8 1\p |5 DE-604 | |
| 700 | 1 | |a Emerick, Tracy |e Sonstige |4 oth | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003379666&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-003379666 | ||
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
Record in the Search Index
| _version_ | 1804119611108491264 |
|---|---|
| adam_text | Table of Contents
Chapter One Business to Business Direct
Marketing 1
Consumer Vs. Business to Business 1
Direct Marketing Defined 4
The Universe 18
The Objective 22
The Buying Decision 25
Relationship Marketing 27
Business to Business Overview Summarized 37
Chapter Two Direct Marketing Planning 39
Why Plan 39
Company Background 41
Organization Charts 46
Current Costs and Budgets for Sales 48
Why use Direct Marketing 54
Intensive Planning 55
Strategies 60
Measurement 61
XYZ Coffee Service Business Plan 64
Tactics 71
On going Direct Marketing Program Planning 76
Planning Summarized 94
Chapter Three Lead Generation Programs 97
Real World 97
The use of Sales Time 99
Lead Generation Questions 103
Lead Quality 112
The Sales Attitude 115
/¦/ Table of Contents
Lead Management 118
Scoring 122
Establishing Objectives for a Lead Generation
Program 130
Conditioning and Regeneration 133
Lead Generation Two Big Pitfalls 135
Lead Programs Summarized 138
Chapter Four Database 141
Historical Development 141
Lists 151
Combining Lists 155
Measuring Response 158
Measuring Purchases 159
Continuing Communication 162
Building a Relational Database 162
A Database Model 165
Database Marketing 178
Cellular Company Database Case Study 179
Database Summarized 187
Chapter Five Promotion 191
Promotion Defined 191
Technical Promotion 192
Lists 199
Offers 203
Formats 223
Types of Formats 227
Copy 233
Business Personalities 237
Creativity 244
Brainstorming Sessions 247
Testing 251
Format Selection 263
Multimedia Synergy 266
Business to Business Direct Marketing Hi
Time 269
Promotion Summarized 271
Chapter Six Telemarketing 275
Telephone Selling 275
Telemarketing Defined 278
Inbound Telemarketing 281
Establishing the Costs of Telemarketing 291
Outbound Telemarketing 294
Managing the Outbound Telephone Selling Process....309
Outbound Telemarketing Results 311
The Telemarketing Plan 315
Mail and Phone Synergy 324
Telemarketing Summarized 326
Chapter Seven Direct Mail 331
Direct Mail Defined 331
Creating a Direct Mail Piece 333
Copy and Graphics 336
The Components of a Direct Mail Package 342
Breaking Through 353
Formats 356
Frequency 372
Schedule 377
Direct Mail Summarized 378
Chapter Eight Business to Business Catalogs 381
Business Catalogs Defined 381
Catalog Missions 385
Consumer and Business Catalogs 390
Editorial Techniques 393
The Business Catalog Process 394
Creative Process 398
Scheduling 404
Back End Fulfillment 413
iv Table of Contents
Controls 418
Measuring Profits 423
Customer Acquisition Costs 427
Critical Mass 429
Direct Mail Assets 430
Financial Planning 433
Break Even Analysis 440
Catalogs Summarized 443
Glossary 445
Bibliography 479
Index 485
|
| any_adam_object | 1 |
| author | Goldberg, Bernard A. |
| author_facet | Goldberg, Bernard A. |
| author_role | aut |
| author_sort | Goldberg, Bernard A. |
| author_variant | b a g ba bag |
| building | Verbundindex |
| bvnumber | BV005398098 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.1263 |
| callnumber-search | HF5415.1263 |
| callnumber-sort | HF 45415.1263 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 621 |
| ctrlnum | (OCoLC)26013168 (DE-599)BVBBV005398098 |
| dewey-full | 658.8/4 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/4 |
| dewey-search | 658.8/4 |
| dewey-sort | 3658.8 14 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01607nam a2200409 c 4500</leader><controlfield tag="001">BV005398098</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">920629s1990 ad|| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">1879644002</subfield><subfield code="9">1-879644-00-2</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)26013168</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV005398098</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakddb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-19</subfield><subfield code="a">DE-945</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415.1263</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8/4</subfield><subfield code="2">20</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 621</subfield><subfield code="0">(DE-625)141912:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Goldberg, Bernard A.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Business to business direct marketing</subfield><subfield code="c">Bernard A. Goldberg and Tracy Emerick</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">2. ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Yardley, PA</subfield><subfield code="b">Direct Marketing Publ.</subfield><subfield code="c">1990</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">X, 492 S.</subfield><subfield code="b">Ill., graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Industrial marketing</subfield><subfield code="x">Management</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Direktmarketing</subfield><subfield code="0">(DE-588)4012421-6</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Business-to-Business-Marketing</subfield><subfield code="0">(DE-588)4631075-7</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Business-to-Business-Marketing</subfield><subfield code="0">(DE-588)4631075-7</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Direktmarketing</subfield><subfield code="0">(DE-588)4012421-6</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="8">1\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Emerick, Tracy</subfield><subfield code="e">Sonstige</subfield><subfield code="4">oth</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003379666&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-003379666</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield></record></collection> |
| id | DE-604.BV005398098 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T16:28:56Z |
| institution | BVB |
| isbn | 1879644002 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-003379666 |
| oclc_num | 26013168 |
| open_access_boolean | |
| owner | DE-19 DE-BY-UBM DE-945 |
| owner_facet | DE-19 DE-BY-UBM DE-945 |
| physical | X, 492 S. Ill., graph. Darst. |
| publishDate | 1990 |
| publishDateSearch | 1990 |
| publishDateSort | 1990 |
| publisher | Direct Marketing Publ. |
| record_format | marc |
| spelling | Goldberg, Bernard A. Verfasser aut Business to business direct marketing Bernard A. Goldberg and Tracy Emerick 2. ed. Yardley, PA Direct Marketing Publ. 1990 X, 492 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Industrial marketing Management Direktmarketing (DE-588)4012421-6 gnd rswk-swf Business-to-Business-Marketing (DE-588)4631075-7 gnd rswk-swf Business-to-Business-Marketing (DE-588)4631075-7 s Direktmarketing (DE-588)4012421-6 s 1\p DE-604 Emerick, Tracy Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003379666&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Goldberg, Bernard A. Business to business direct marketing Industrial marketing Management Direktmarketing (DE-588)4012421-6 gnd Business-to-Business-Marketing (DE-588)4631075-7 gnd |
| subject_GND | (DE-588)4012421-6 (DE-588)4631075-7 |
| title | Business to business direct marketing |
| title_auth | Business to business direct marketing |
| title_exact_search | Business to business direct marketing |
| title_full | Business to business direct marketing Bernard A. Goldberg and Tracy Emerick |
| title_fullStr | Business to business direct marketing Bernard A. Goldberg and Tracy Emerick |
| title_full_unstemmed | Business to business direct marketing Bernard A. Goldberg and Tracy Emerick |
| title_short | Business to business direct marketing |
| title_sort | business to business direct marketing |
| topic | Industrial marketing Management Direktmarketing (DE-588)4012421-6 gnd Business-to-Business-Marketing (DE-588)4631075-7 gnd |
| topic_facet | Industrial marketing Management Direktmarketing Business-to-Business-Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003379666&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT goldbergbernarda businesstobusinessdirectmarketing AT emericktracy businesstobusinessdirectmarketing |