Verfügbarkeit: The direct marketing handbook

The direct marketing handbook:

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Bibliographische Detailangaben
Format:	Buch
Sprache:	English
Veröffentlicht:	New York u.a. McGraw-Hill 1992
Ausgabe:	2. ed.
Schlagworte:	Direct marketing Direct selling Direktmarketing
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XXXIII, 827 S.
ISBN:	0070460272

Internformat

MARC


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Datensatz im Suchindex

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adam_text	Contents Foreword x\|H Jonah Gitlitz Preface Edward L. Nash Contributors xxlH Part 1. Strategy and Planning 1. Strategic Planning: An Overview 3 Dick Shaver, Shaver Direct, Inc. 2. Testing and Analysis 42 Edward L. Nash, Nash/Wakeman/deForrest. 3. Research ye Barry R. Mark, David Shepard Associates, Inc. 4. Contests and Sweepstakes 83 Jeffrey Feinman, Feinman/Marlow/Carter, Inc. 5. Law and Ethics 93 Robert Posch, Jr., Doubleday Book Music Clubs, Inc. vjjj Contents 6. Multinational Direct Marketing 108 Richard Miller, Market Response International 7. Privacy 123 Richard A. Barton, Direct Marketing Association Part 2. Databases and Mailing Lists 8. Database Marketing: An Overview 137 Jock Bickert, National Demographics Lifestyles 9. Selecting and Testing Response Lists 178 Steve Roberts, Edith Roman Associates, Inc. 10. Fundamentals of List Management 193 Dee Kendall, Marketry, Inc. 11. Business Lists 209 Mary Ann Kleinfelter, MISCO, Inc. 12. List Selection Criteria 218 Ed Burnett, Ed Burnett Consultants 13. List and Database Maintenance 226 Tom Zukas, Namebank of America, Inc. 14. List Segmentation 233 Barry Hauser, Barry Hauser Associates 15. List Processing 248 Arthur Blumenfield, Blumenfield Marketing Inc. Part 3. Alternative Media 16. Media Tactics: An Overview 265 Brent John Bissel, McCann Erickson Direct 17. Newspapers and Magazines 278 Maxwell C. Ross, Maxwell C. Ross Company Contents jx 18. Broadcast Media 290 Dana Vogel, Nash/Wakeman/deForrest 19. Co op Mailings and Package Inserts 306 Leon Henry, Jr., Leon Henry, Inc. 20. Outbound Telemarketing 319 George T. Bradbury, Bradbury Associates, Inc. Judy Shapiro, Response Communications, Inc. 21. Inbound Telemarketing 330 Eugene B. Kordahl, National Telemarketing, Inc. Part 4. Creative Tactics 22. Creative Methods: An Overview 343 Joan Throckmorton, Joan Throckmorton, Inc. 23. Psychological Appeals 356 Alan Rosenspan, Bronner Slosberg Humphrey 24. Broadcast Creative 370 Robert Santangelo, Nash/Wakeman/deForrest 25. Personalization 377 Ed McLean, McLean Creative Services Part 5. Production Methods 26. Production: An Overview 383 John L. Rosenthal, Queens Group New Jersey, Inc. 27. Printing and Formats 396 David G. Rosenthal, Webcraft Technologies, Inc. 28. Lettershop Processing 405 Robert H. Jurick, Fala Direct Marketing, Inc. x Contents 29. Emerging Lettershop Technologies 424 Richard D. Haugan, Richard D. Haugan Associates 30. Postal Regulations 433 Lee Epstein, MAILMEN Inc. Part 6. Fulfillment Planning 31. Fulfillment Planning: An Overview 449 Stanley J. Fenvessy, Fenvessy Consulting 32. Lead Management Systems 465 Suti Prakash, The Direct Marketing Group 33. Catalog Fulfillment 476 Jeffrey A Coopersmith, DIRECTEL, Inc. 34. Magazine Subscription Fulfillment 489 Jane Imber, Neodata Services, Inc. 35. Continuity and Negative Option Fulfillment 502 Henry W. Rossi, Eastern Credit Corporation Part 7. Financial and Tactical Planning 36. Financial Planning: An Overview 523 David D. Shepard, David Shepard Associates, Inc. 37. Product Development 554 John T. White, GRI Corporation, World of Beauty Division 38. Analytic Methods 570 Behram J. Hansotia, Kestnbaum Company 39. Quantitative Database Methods 588 Robert D. Kestnbaum, Kestnbaum Company Contents xi 40. Accounting Considerations 598 James B. Kobak, James B. Kobak Company 41. Predictive Modeling 620 John Banslaben, Applied Regression Technology, Inc. 42. Credit and Collection 637 Robert Graham, Retrieval Masters Creditors Bureau, Inc. James J. Carey, The Carey Group Part 8. Applications 43. Lead Generation: An Overview 651 Eugene D. Sollo, Carlyle Marketing Corporation 44. Continuity Marketing 658 Eric Nussbaum, Nash/Wakeman/deForrest 45. Subscription Marketing 671 Elliott DeY. Schein, Schein/Blattstein Advertising, Inc. 46. Financial Services Marketing 683 James R. Rosenfield, Rosenfield Associates 47. Fund Raising 694 Bruce R. McBrearty, TransAmerica Marketing Services, Inc. 48. Third Party Endorsements 707 Marge Landrau, Marge Landrau s Hispanic Concepts 49. Catalog Marketing 715 Jo Von Tucker, JVT Direct Marketing and Clambake Celebrations 50. Business to Business Marketing 744 Richard Bloch, Manus Direct Response Marketing xii Contents 51. Conquest Marketing 757 Joshua Moritz, Lowe Direct Mark J. Heller, Marketing Alternatives 52. Customer Loyalty Programs 781 Karen Hochman, Jordan, McGrath, Case, Taylor/Direct Index 801
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isbn	0070460272
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physical	XXXIII, 827 S.
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spelling	The direct marketing handbook Edward L. Nash, ed. in chief 2. ed. New York u.a. McGraw-Hill 1992 XXXIII, 827 S. txt rdacontent n rdamedia nc rdacarrier Direct marketing gtt Direct marketing Direct selling Direktmarketing (DE-588)4012421-6 gnd rswk-swf Direktmarketing (DE-588)4012421-6 s DE-604 Nash, Edward L. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003661640&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	The direct marketing handbook Direct marketing gtt Direct marketing Direct selling Direktmarketing (DE-588)4012421-6 gnd
subject_GND	(DE-588)4012421-6
title	The direct marketing handbook
title_auth	The direct marketing handbook
title_exact_search	The direct marketing handbook
title_full	The direct marketing handbook Edward L. Nash, ed. in chief
title_fullStr	The direct marketing handbook Edward L. Nash, ed. in chief
title_full_unstemmed	The direct marketing handbook Edward L. Nash, ed. in chief
title_short	The direct marketing handbook
title_sort	the direct marketing handbook
topic	Direct marketing gtt Direct marketing Direct selling Direktmarketing (DE-588)4012421-6 gnd
topic_facet	Direct marketing Direct selling Direktmarketing
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003661640&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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