Direct marketing: strategy, planning, execution
This step-by-step book explains everything you need to succeed in every aspect of DM - from writing a basic marketing plan to writing direct mail copy, from planning an offer to planning a layout, from designing the product to evaluating the bottom-line results. You'll discover new analytical m...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York u.a.
McGraw-Hill
1995
|
| Ausgabe: | 3. ed. |
| Schriftenreihe: | Marketing
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | This step-by-step book explains everything you need to succeed in every aspect of DM - from writing a basic marketing plan to writing direct mail copy, from planning an offer to planning a layout, from designing the product to evaluating the bottom-line results. You'll discover new analytical methods for forecasting and list selection, as well as expert guidance on using and budgeting for DM as part of an overall advertising mix Direct marketing has earned its place in the forefront of advertising and distribution. Use it and grow with it! All the guidance you need is here in Direct Marketing. To reap the full profit potential of direct marketing, advertisers must keep on top of the latest changes in this fast-moving field without losing sight of the basics. Ed Nash's classic Direct Marketing shows how to do it all, do it well, and do it profitably Thoroughly revised and updated, this renowned guide to the art and science of direct marketing now includes in-depth information on database marketing - the key to new applications in packaged goods, automotive, and all "general" advertising. DM guru Nash also puts advertisers into the fast lane of the emerging information superhighway with his thorough coverage of computer- and video-based interactive marketing |
| Beschreibung: | XXVI, 477 S. graph. Darst. |
| ISBN: | 0070460329 |
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| 520 | 3 | |a This step-by-step book explains everything you need to succeed in every aspect of DM - from writing a basic marketing plan to writing direct mail copy, from planning an offer to planning a layout, from designing the product to evaluating the bottom-line results. You'll discover new analytical methods for forecasting and list selection, as well as expert guidance on using and budgeting for DM as part of an overall advertising mix | |
| 520 | |a Direct marketing has earned its place in the forefront of advertising and distribution. Use it and grow with it! All the guidance you need is here in Direct Marketing. To reap the full profit potential of direct marketing, advertisers must keep on top of the latest changes in this fast-moving field without losing sight of the basics. Ed Nash's classic Direct Marketing shows how to do it all, do it well, and do it profitably | ||
| 520 | |a Thoroughly revised and updated, this renowned guide to the art and science of direct marketing now includes in-depth information on database marketing - the key to new applications in packaged goods, automotive, and all "general" advertising. DM guru Nash also puts advertisers into the fast lane of the emerging information superhighway with his thorough coverage of computer- and video-based interactive marketing | ||
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Datensatz im Suchindex
| _version_ | 1804124384064962560 |
|---|---|
| adam_text | CONTENTS
PREFACE TO THE FIRST EDITION xvii
PREFACE TO THE SECOND EDITION xix
PREFACE TO THE THIRD EDITION xxi
STATEMENTS OF APPRECIATION xxiv
CHAPTER 1 INTRODUCTION 1
A BRIEF BACKGROUND 2
The Incredible Key Number ? The Miracle of Statistical Projectability
OTHER ADVANTAGES OF DIRECT MARKETING 4
Concentration ? Personalization c Immediacy
THE REVOLUTION IN DIRECT MARKETING 7
The Two Way Discovery r: The Coming of the Computer ? The
Emergence of Strategic Planning ? Structured Creativity ? Seeing the
Future: Predictive Research , Nonverbal Communication .¦; Other
Important Developments
INTEGRATED MARKETING 13
Reason and Emotion :: Action and Awareness
CHAPTER 2 STRATEGIC PLANNING 16
WHAT S DIFFERENT? 16
STRATEGY DEFINED 18
FIVE ESSENTIAL ELEMENTS OF STRATEGIC PLANNING 18
PRODUCT STRATEGY 18
Changing a Product without Changing It a Turning Lemons into
Lemonade a Enhancing Perceived Value
: viii CONTENTS
i OFFER STRATEGY 22
j Expressing the Price ? Price Sensitivity ? Elasticity of Price a Price
| Breakpoints o Add On Pricing ? The Almighty Free! a Other
Considerations ? Evaluating the Time Factor a Mathematical Models
MEDIA STRATEGY 27
The Media Universe ? Core Lists and Publications o Pilot Testing
n Risk Limitation n CPM, CPP, OPM, and CPR ? Micromarketing
? Other Media Considerations
! DISTRIBUTION STRATEGY 32
CREATIVE STRATEGY 34
The Need for Flexibility n The Need for Subtlety d Emotional Factors
I CHOOSING A STRATEGY 36
CHAPTER 3 THE MARKETING PLAN 3*
HOW SHOULD A PLAN BE PREPARED? 38
I PRODUCT DESCRIPTION 39
The Classic Product Description Example ? How Is the Product
Perceived? ? Levels of Perception
! II MARKETING ENVIRONMENT 42
¦ Competition n The Media Universe n Fulfillment o Economic Trends
III THE MARKET 47
Your Customer Is Not a Statistic ? The Lifestyle Approach a Common
Media Characteristics
IV THE STRATEGIES 49
Comprehensive Testing n Testing ? The Product Viability Test
V ECONOMIC CONSIDERATIONS 52
VI LEGAL CONSIDERATIONS 53
VII IMPLEMENTATION 54
Basic Scheduling a Creative and Offer Concepts a Budgeting a Timetable
THE MARKETING PLAN FORMAT 56
EVALUATING A MARKETING PLAN 58
Plan or Process?
CHAPTER 4 THE PROPOSITION 60
PRICE OFFERS 60
CREDIT PROPOSITIONS 61
Free Trial Offer a Conditional Free Trial ? Installment Sales
? Charge and Credit Cards ? COD Sales ? Easy or Preapproved Credit
c Low Down Payment ? Low Interest
GUARANTEES 64
CONTINUITY PROGRAMS 66
Subscription d Automatic Shipment Plans a Club Plans a Negative
Option ? Positive Option ? Commitment d Membership Plans
DATABASE BUILDING 71
LEAD SELLING 74
Lead Flow Considerations ? Lead Freshness o Lead Distribution
n Appointment Assignments n Lead Reports
CONTENTS ix
QUALITY OF LEADS AND INQUIRIES 76
Lead Hardeners ? Lead Softeners
CONTESTS AND SWEEPSTAKES 77
REFERRAL OFFERS 78
CHAPTER 5 MAILING LISTS 81
THE WIDE WORLD OF MAILING LISTS 81
Response Lists a Consumer Lists ? Compiled Consumer Lists
c Business Lists n Primary and Secondary SIC Codes ^ House Lists
HOW TO SELECT RESPONSE LISTS 90
The Principle of Affinity n Recency, Frequency, and Unit Sale
? Sources
TESTING NEW LISTS 92
Pilot Lists
LIST SEGMENTATION 92
THE MAILING PLAN 94
USING COMPILED LISTS 96
Metromail ? Specialized Consumer Lists ? R. L. Polk
BUSINESS LISTS 101
HOUSE LISTS 102
Sales History n Protecting Your List u Postal Sorting rj List Cleaning
n List Rental ? Using Your List
ORDERING AND PROCESSING MAILING LISTS 105
Placing the List Order
LIST FORMATS 108
LIST PROCESSING 109
Duplicate Elimination Merge Purge Rate Adjustment ; List
Suppression n Customer History Files Special Systems
SOME ADVANCED MAILING LIST TECHNIQUES I 12
Multibuyer Match ¦=. Data Overlay •_: Title Conformance : Cluster
Analysis = Waste Factor Calculation : Skimming versus High
Penetration Strategies Other Techniques
PACKAGE INSERTS AND COOPERATIVE MAILINGS I 14
Package Inserts : Cooperative Mailings
CHAPTER 6 PRINT MEDIA PLANNING 116
WHEN TO USE PUBLICATION MEDIA I I 7
Extending Direct Mail Alternatives to Direct Mail
SOURCES OF INFORMATION 119
Standard Rate and Data Service Some Other Tools of the Trade
THE MATHEMATICS OF MEDIA 127
CPM versus CPR Mail Order Rates Volume and Frequency
Discounts : Printing Costs Rates Agency Commissions and Cash
Discounts Production Costs
SELECTING THE RIGHT PUBLICATIONS 130
Cost per Thousand Target Audience (CPMT) n Mail Responsiveness
Editorial Affinity ^ The Elusive Audience Media Constellations
g Pilot Publications = Letting the Consumer Make the Decisions
x CONTENTS
MAGAZINE CONSIDERATIONS 135
Space Units n Spectacular Units ? Color or Black and white?
? Magazine Positions n Segmented Editions
NEWSPAPERS—ROP, SUPPLEMENTS, AND PREPRINTS 139
ROP Newspaper Advertising ? Sunday Supplements n Newspaper
Preprints
BUSINESS MEDIA 142
WHAT S THE BEST SEASON FOR ADVERTISING? 143
CHAPTER 7 BROADCAST MEDIA 145
BROADCAST IS UNIQUE 145
TWO KINDS OF BROADCAST 146
DIRECT RESPONSE BROADCAST 147
Direct Response Offers ? Integrated Advertising Offers n Preemptible
Time Buying ? Contemporary Media Buying Techniques
? Commercial Length ? Setting Up a Broadcast Schedule
? Response Options
INFOMERCIALS 154
* Opportunities ? Problems ? Creative Considerations
BROADCAST SUPPORT 157
When to Use Broadcast Support ? Support Media Buying a Creative
Approaches
RADIO ADVERTISING 161
Creative Approaches
OTHER BROADCAST FACTORS 162
CHAPTER 8 TELEMARKETING 163
ATTRIBUTES OF TELEPHONE SELLING 163
USES OF THE TELEPHONE 164
Service Calls ? Trading Up and Cross Selling ? Direct Mail Follow Up
? Business Contacts ? Renewals and Reactivation ? Immediacy
Situations ? Prospecting
ECONOMICS OF THE TELEPHONE 166
THE TELEPHONE SCRIPT 168
INBOUND TELEMARKETING 172
Selecting Inbound Telephone Services ? Inbound Telephone Scripts
n 900 Numbers a Electronic Answering ? Checks by Mail
TELEMARKETING S PROBLEMS 176
CHAPTER 9 RESEARCH 177
RESEARCH VERSUS TESTING 177
• Research as an Investment
PURPOSES OF RESEARCH 179
: Market Research n Segmentation a Creative Research o Predictive
Research ? Post testing
RESEARCH METHODS 187
QUALITATIVE METHODS 187
Focus Panels ? Individual Interviews
4
1 .^M
CONTENTS Xi
QUANTITATIVE METHODS 192
In Person Interviews ? Telephone Interviews ? Mailed Questionnaires
? Mathematical Analysis
RESEARCH ON NONVERBAL COMMUNICATION 196
Physiological Methods ? Pictorial Methods n New Approaches
CHAPTER 10 TESTING 199
PROBABILITY TABLES 200
Probability Table Description ? How Probability Tables Work a Using
Probability Tables in Planning a Mailing ? Using Probability Tables in
Evaluating a Mailing ? Construction of Probability Tables
TESTING CAUTIONS 216
Grid Testing a Economies in Direct Mail Testing ? List Sampling
PRINT MEDIA TESTING 218
Testing a New Magazine ? A B Split Run Testing a Multiple Split Run
Testing ? Flip Flop Testing g Full Page Bind Ins ? Bound In Reply
Cards ? Deliberate Underspacing
NEWSPAPER PREPRINTS 226
Picking Test Markets
FORMAT TESTS 227
BROADCAST 228
Direct Response Testing o Audience Valuation lj Support Broadcast
TESTING STRATEGY 230
What to Test n Evolutionists versus Fundamentalists j Which Medium
to Test In , When to Break Out the Champagne Print Results
? Broadcast and Telephone g Rollout Strategies
CHAPTER 11 POSITIONING 235
VERTICAL POSITIONING 235
Perception as the Standard Product Placement •.. Offer Placement
¦z Audience Placement ::. Size
HORIZONTAL POSITIONING 239
Create a Need Fulfill a Need Sell Competitively Motivate by
Value : Overcome Inertia
POSITION SEGMENTATION 244
Research Matrix
ESTABLISHING A POSITION 245
Locating the Correct Positioning Vertical Alteration Horizontal
Alteration
CHAPTER 12 CREATIVE TACTICS 249
THE IMAGERY TRIANGLE 250
Product Image Self image : Company Image Imagery Balance
EIGHT TACTICAL ELEMENTS OF CREATIVE SUCCESS 253
AUDIENCE TARGETING 254
Attention Appeals Appeals to Needs The Floating Audience
Appeal
jrfi CONTENTS
PRODUCT PRESENTATION 255
Feature Dramatization n Unique Selling Proposition ? Selling Benefits
? Building an Edge a Getting to the Point
INVOLVEMENT DEVICES 258
Quizzes a Fascination a Value ? Personalization d Play
? Completion a Choice
CONVENIENCE FACTORS 260
Coupon Readability ? Ease of Response n Avoiding Calculations
? Ease of Payment n The Magnificent Telephone ? The Need for
Convenience
IMMEDIACY INCENTIVES 263
Urgency Copy ? Command Terminology ? Graphic Expression
? Deadline
SPEED OF DELIVERY 265
CREDIBILITY 265
Advertiser Reputation ? The Bandwagon ? Endorsers ? Corporate
Personalization ? Testimonials ? Outside Guarantors ? Why Are You
Being So Good to Me?
CREATIVE WORK PLANS 268
CHAPTER 13 THE ART OF COPYWRITING 270
ADVERTISING IS HARD AND OTHER APPROACHES 270
A SIMPLE FORMULA 271
THE DIRECT DIFFERENCE 272
GET READY, GET SET... 273
Beat the Winner ? Three Secrets of Great Ad Writing a The Creative
Workup ? Harnessing Your Subconscious
...AND GO! 278
The Mental Dump Process ? Begin at the End o The First Draft
? Nonverbal Messages ? Making It Sing ? Personalization
u Stopping Power
SOME GENERAL CONSIDERATIONS 283
How Long Should a Letter Be? An Ad? A Brochure? o Which Comes
First, Format or Copy? ? Handling Rush lobs n The Curse of
Cleverness ? Repetition: Right or Wrong?
EVALUATING ADVERTISING COPY 286
A TRIBUTE TO COPYWRITERS 287
CHAPTER 14 ART DIRECTION 289
Visual Communications ? Communicating Imagery ? Copy Art Teams
FIVE LAYOUT PRINCIPLES 291
Concentration c Cohesion ? Convention d Contrast ? Convection
SOME SPECIFICS 297
Illustrations ? Typography o Designing Coupons
FIRST AID KIT FOR ART DIRECTORS 301
How to Spot a Bad Layout ? Improving a Bad Layout
CONTENTS xiii
CHAPTER 15 DIRECT MAIL FORMATS 303
CONSIDERATIONS IN DIRECT MAIL FORMATS 304
Response Stimulation ^ Personalization ? Involvement Techniques
? Economic Considerations
ELEMENTS OF THE MAILING PACKAGE 310
The Response Device g The Outer Envelope c Envelope Sizes
? The Letter zi The Brochure c Other Inserts a The Reply Envelope
a Postage ? Self Mailer Formats
CHAPTER 16 PRODUCTION PLANNING 327
THE TIME COST QUALITY TRIANGLE 327
CONTROLLING COSTS 328
Planning the Job n Defining the Job Getting Estimates g Avoiding
Errors c Avoiding Rush Work
CONTROLLING TIME 337
Time Requirements ¦z Critical Path Scheduling g Ways to Save Time
CONTROLLING QUALITY 341
Typesetting u Desktop Publishing n Illustrations g Mechanical Paste
Ups Photographic Processes Printing
SUPPLIERS ARE PEOPLE TOO 345
CHAPTER 17 FULFILLMENT 346
MAIL ORDER 346
DATABASE AND LEAD GENERATION 347
SUBSCRIPTION AND CONTINUITY PLANS 348
FULFILLMENT PROCESSES 348
Opening Mail z Handling Telephone Responses : Data Entry
Maintaining Lists : Shipping Orders : Inquiries and Leads
Customer Service
FULFILLMENT REPORTS 355
Response Records Other Reports Report Design Considerations
FULFILLMENT PHILOSOPHY 358
Stop the Deadbeat This Customer Is Always Right Cost
Efficiency Uber Alles A Rolling Stone Gathers No Loss If I m
Your Dear Friend, Why Don t You Know My Name?
THE BIG PICTURE 361
CHAPTER 18 BACK END PROMOTIONS 362
HARNESSING INERTIA 362
OVERCOMING PROCRASTINATION 363
EFFECT ON ALLOWABLE MARGIN 363
RESELLING EFFORTS 364
TRADE UP PROMOTION 365
xJv CONTENTS
COLLECTION LETTERS 366
Convention a Progression o Immediacy
CONVERSION EFFORTS 368
RENEWAL SERIES 370
REACTIVATION TECHNIQUES 373
REFERRAL PROMOTIONS 373
CROSS SELLING 374
REORDER SOLICITATIONS 376
LEAD SELLING SYSTEMS 377
SPECIAL SITUATIONS 379
Cancellations n Credit Turndowns ? Out of Stock ? Dry Run Testing
CHAPTER 19 MAIL ORDER MATH 381
THE BASICS 382
Cost per Response ? Allowable Margin n Profit per Response
d Return on Sales d Return on Investment
THE RETURN ON INVESTMENT MODEL 383
MORE ECONOMIC CONSIDERATIONS 386
Conversion Rates ? Renewal Rates ? Attrition Rates a Units per
Response a Average Take ? Name Value ? Time Value
CATALOG SPACE ANALYSIS 388
ANALYSIS MODES 389
Back End and Front End Analysis
SEGMENTATION ANALYSIS 392
Decile Analysis ? Dimensional Analysis q Regression Analysis
ACCOUNTING PRACTICES 396
CHAPTER 20 DIRECT RESPONSE TELEVISION 399
DIRECT RESPONSE CRITERIA 400
TWO FUNDAMENTAL APPROACHES 400
Length ? Production Value a Product Application
CREATIVE CONSIDERATIONS 402
Length Requires Pacing d Credibility Requires Sincerity o Action
Requires Immediacy ? Casting a Cost Relationships a Asking for the
Order ? Offer Modification
SUPPORT BROADCAST 406
Length ? Variety n Cost Standards n Credibility versus Immediacy
a Support Offers a The Transfer Device
WRITING A TELEVISION COMMERCIAL 408
Timing the Script ? Video Techniques ? Audio Techniques
PRODUCING A COMMERCIAL 412
: Choosing a Director a Getting an Estimate a Film versus Videotape
a Radio Production ? The Shooting or Editing Session
CHAPTER 21 INFOMERCIALS 417
WHAT IS AN INFOMERCIAL, ANYWAY? 417
MEDIA CONSIDERATIONS 419
CONTENTS XV
CREATIVE ALTERNATIVES 421
The Length Factor a The Channel Surfer Factor n Production Values
TESTING AND REVISION 424
PRODUCTION CONSIDERATIONS 425
TELEMARKETING CONSIDERATIONS 426
RADIO INFOMERCIALS 427
APPLICATIONS TO GENERAL ADVERTISERS 427
Building Audience o The Videotape Option
HISTORICAL NOTE 429
CHAPTER 22 INTERACTIVE MARKETING 431
INTERACTIVITY REDISCOVERED? 432
INTERACTIVE S BASIC COMPONENTS 433
The Communications Channel ? The Communications Terminal ? The
Incentive for Consumers to Participate ? The Incentive for Advertisers
to Participate a The Resource Behind the System
THE INTERACTIVE LADDER 444
THE TECHY MARKET 445
THE HAVES AND HAVE NOTS 446
INTERACTIVE AS PRODUCT 447
INTERACTIVE AS MEDIA 447
INTERACTIVE AS MARKETING TOOL 448
CHAPTER 23 DATABASE MARKETING 450
WHAT IT IS 450
WHAT TO DO WITH IT 451
SIX BASIC ELEMENTS 452
Building a Database u List Enhancement ^ Conquest/Trial/Cross Sell
? Frequency and Loyalty ? Advocacy
AN EXAMPLE OF AN INTEGRATED DATABASE PROGRAM 460
EPILOGUE 462
INDEX 463
|
| any_adam_object | 1 |
| author | Nash, Edward L. |
| author_facet | Nash, Edward L. |
| author_role | aut |
| author_sort | Nash, Edward L. |
| author_variant | e l n el eln |
| building | Verbundindex |
| bvnumber | BV010006318 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.126 |
| callnumber-search | HF5415.126 |
| callnumber-sort | HF 45415.126 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 621 |
| ctrlnum | (OCoLC)30544561 (DE-599)BVBBV010006318 |
| 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 | 3. ed. |
| format | Book |
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| id | DE-604.BV010006318 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:44:48Z |
| institution | BVB |
| isbn | 0070460329 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-006633781 |
| oclc_num | 30544561 |
| open_access_boolean | |
| owner | DE-19 DE-BY-UBM DE-703 |
| owner_facet | DE-19 DE-BY-UBM DE-703 |
| physical | XXVI, 477 S. graph. Darst. |
| publishDate | 1995 |
| publishDateSearch | 1995 |
| publishDateSort | 1995 |
| publisher | McGraw-Hill |
| record_format | marc |
| series2 | Marketing |
| spelling | Nash, Edward L. Verfasser aut Direct marketing strategy, planning, execution Edward L. Nash 3. ed. New York u.a. McGraw-Hill 1995 XXVI, 477 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing This step-by-step book explains everything you need to succeed in every aspect of DM - from writing a basic marketing plan to writing direct mail copy, from planning an offer to planning a layout, from designing the product to evaluating the bottom-line results. You'll discover new analytical methods for forecasting and list selection, as well as expert guidance on using and budgeting for DM as part of an overall advertising mix Direct marketing has earned its place in the forefront of advertising and distribution. Use it and grow with it! All the guidance you need is here in Direct Marketing. To reap the full profit potential of direct marketing, advertisers must keep on top of the latest changes in this fast-moving field without losing sight of the basics. Ed Nash's classic Direct Marketing shows how to do it all, do it well, and do it profitably Thoroughly revised and updated, this renowned guide to the art and science of direct marketing now includes in-depth information on database marketing - the key to new applications in packaged goods, automotive, and all "general" advertising. DM guru Nash also puts advertisers into the fast lane of the emerging information superhighway with his thorough coverage of computer- and video-based interactive marketing Direct marketing Direktmarketing (DE-588)4012421-6 gnd rswk-swf Direktwerbung (DE-588)4122113-8 gnd rswk-swf Direktmarketing (DE-588)4012421-6 s DE-604 Direktwerbung (DE-588)4122113-8 s 1\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006633781&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 | Nash, Edward L. Direct marketing strategy, planning, execution Direct marketing Direktmarketing (DE-588)4012421-6 gnd Direktwerbung (DE-588)4122113-8 gnd |
| subject_GND | (DE-588)4012421-6 (DE-588)4122113-8 |
| title | Direct marketing strategy, planning, execution |
| title_auth | Direct marketing strategy, planning, execution |
| title_exact_search | Direct marketing strategy, planning, execution |
| title_full | Direct marketing strategy, planning, execution Edward L. Nash |
| title_fullStr | Direct marketing strategy, planning, execution Edward L. Nash |
| title_full_unstemmed | Direct marketing strategy, planning, execution Edward L. Nash |
| title_short | Direct marketing |
| title_sort | direct marketing strategy planning execution |
| title_sub | strategy, planning, execution |
| topic | Direct marketing Direktmarketing (DE-588)4012421-6 gnd Direktwerbung (DE-588)4122113-8 gnd |
| topic_facet | Direct marketing Direktmarketing Direktwerbung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006633781&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT nashedwardl directmarketingstrategyplanningexecution |