Direct marketing: strategy, planning, execution
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
McGraw-Hill
2000
|
| Ausgabe: | 4. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXXII, 600 S. |
| ISBN: | 0071352872 |
Internformat
MARC
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| 250 | |a 4. ed. | ||
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Datensatz im Suchindex
| _version_ | 1804128155636596736 |
|---|---|
| adam_text | CONTENTS
PREFACE TO THE FIRST EDITION xvii
PREFACE TO THE SECOND EDITION xix
PREFACE TO THE THIRD EDITION xxi
PREFACE TO THE FOURTH EDITION xxv
STATEMENTS OF APPRECIATION xxix
CHAPTER 1 INTRODUCTION 1
The Internet Opportunity n internet Zealotry D Globalization o Direct
Marketing: Good News n Direct Marketing: The Bad News
A BRIEF BACKGROUND 4
The Incredible Key Number a The Miracle of Statistical Projectability
OTHER ADVANTAGES OF DIRECT MARKETING 6
Concentration o Personalization n Immediacy
THE REVOLUTION IN DIRECT MARKETING 9
The Two Way Discovery ? The Coming of the Computer a The
Emergence of Strategic Planning n Structured Creativity ? Seeing the
Future: Predictive Research n Nonverbal Communication ? Other
Important Developments
INTEGRATED MARKETING 15
Reason and Emotion ? Action and Awareness
A WISH FOR THE FUTURE 16
A NOTE ABOUT HISTORY 17
CHAPTER 2 STRATEGIC PLANNING IS
STRATEGY DEFINED 19
What s Different?
viii contents
FIVE ESSENTIAL ELEMENTS OF STRATEGIC PLANNING 21
PRODUCT STRATEGY 21
Product Selection ? Changing a Product without Changing It ? Turning
Lemons into Lemonade ? Enhancing Perceived Value
OFFER STRAGEGY 25
Expressing the Price ? Price Sensitivity ? Elasticity of Price a Price
Break Points ? Add on Pricing ? The Almighty Free! a Other
Considerations ? The Time Factor ? Mathematical Models
MEDIA STRATEGY 31
The Media Universe ? No Lists? 0 Core Lists and Publications ? Pilot
Testing a Risk Limitation ? CPM, CPP, OPM, and CPR d* Micro
Marketing P Other Media Considerations
T DISTRIBUTION STRATEGY 37
_ Database Marketing
CREATIVE STRATEGY 39
The Need for Flexibility ? Future Respondents ? Emotional Factors
CHOOSING A STRATEGY 41
CHAPTER 3 THE MARKETING PLAN 44
HOW SHOULD A PLAN BE PREPARED? 44
BASIC PLANNING ELEMENTS 45
Product Description a The Classic Product Description Example ? How
Is the Product Perceived?
MARKETING ENVIRONMENT 49
Competition ? General Business Information ? The Media Universe ?
Fulfillment ? Economic Trends
THE MARKET 56
Your Customer Is Not a Statistic ? The Lifestyle Approach ? Media
Choices ? Common Media Characteristics
THE STRATEGIES 59
Testing Approaches ? The Product Viability Test
ECONOMIC CONSIDERATIONS 62
LEGAL CONSIDERATIONS 63
IMPLEMENTATION 64
Basic Scheduling a Creative and Offer Concepts ? Budgeting ?
Timetable
THE MARKETING PLAN FORMAT 66
Smaller Companies ? Major Corporations
* EVALUATING A MARKETING PLAN 69
CHAPTER 4 RESEARCH 70
Direct Marketing s Different Needs
RESEARCH VERSUS TESTING 71
Research as an Investment
PURPOSES OF RESEARCH 72
Market Research d Segmentation Tools Q Creative Research d
Predictive Research o Post Testing
RESEARCH METHODS 81
QUALITATIVE METHODS 81
Focus Panels ? Individual Interviews
CONTENTS ix
QUANTITATIVE METHODS 86
ln Person Interviews ? Telephone Interviews ? Mailed Questionnaires
? Mathematical Analysis
RESEARCH ON NONVERBAL COMMUNICATION 91
Physiological Methods ? Pictorial Methods ? New Approaches
CHAPTER S TESTING 94
PROBABILITY TABLES 95
Probability Table Description ? How Probability Tables Work ? Using
Probability Tables in Planning a Mailing ? Using Probability Tables to
Evaluate a Mailing ? Construction of Probability Tables ? Testing
TESTING METHODS 111
Test vs. Rollout Costs ? Grid Testing ? Production Economies in
Testing
PRINT MEDIA TESTING 114
Testing in Magazines ? A B Split Run Testing Q Multiple Split Run
Testing ? Flip Flop Testing ? Full Page Bind Ins ? Bound In Reply
Cards ? Deliberate Underspacing
NEWSPAPER PREPRINTS 121
Picking the Right Newspapers ? Format Tests
BROADCAST 123
Direct Response Testing ? Audience Valuation ? Support Broadcast ?
Infomercial Testing ? Internet Testing
TESTING STRATEGY 126
What to Test ? Evolutionists versus Fundamentalists ? Which Medium
to Test In ? When to Break Out the Champagne ? Print Results ?
Broadcast, Internet and Telephone ? Rollout Strategies
CHAPTER 6 THE PROPOSITION 133
PRICE OFFERS 133
CREDIT PROPOSITIONS 134
Free Trial Offer ? Conditional Free Trial ? Installment Sales ? Charge
and Credit Cards ? COD Sales ? Easy or Pre approved Credit ? Low
Down Payment ? Low Interest
GUARANTEES 141
CONTINUITY PROGRAMS 143
Subscription ? Automatic Shipment Plans ? Club Plans ? Negative
Option ? Positive Option ? Commitment a Membership Plans
DATABASE BUILDING 148
LEAD SELLING 150
Lead Flow Considerations ? Lead Freshness ? Lead Distribution o
Appointment Assignments ? Lead Reports
QUALITY OF LEADS AND INQUIRIES 153
Lead Hardeners ? Lead Softeners
CONTESTS AND SWEEPSTAKES 154
REFERRAL OFFERS 155
CHAPTER 7 BACK END MARKETING 157
HARNESSING INERTIA 157
31 CONTENTS
Overcoming Procrastination
EFFECT ON ALLOWABLE MARGIN 159
Re Selling Efforts
TRADE UP PROMOTION 161
COLLECTION LETTERS 162
Convention ? Progression n Immediacy
CONVERSION EFFORTS 164
RENEWAL SERIES 167
REACTIVATION TECHNIQUES 169
REFERRAL PROMOTIONS 170
CROSS SELLING 171
REORDER SOLICITATIONS 172
LEAD SELLING 173
SPECIAL SITUATIONS 175
Cancellations ? Credit Turndowns ? Out of Stock ? Dry Run Testing
CHAPTER 8 MAIL ORDER MATH 178
THE BASICS 179
Cost per Response (CPR) ? Basic Profit Calculations ? Promotional
P Ls (Profit and Loss) ? Allowable Margin ? Profit Leverage
CUSTOMER ACQUISITION COSTS 183
ANALYSIS MODES 183
Back End and Front End Analysis
SEGMENTATION ANALYSIS 187
Internal Segmentation a External Segmentation a Decile Analysis n
Dimensional Analysis ? Regression Analysis
MORE ECONOMIC CONSIDERATIONS 191
Conversion Rates ? Renewal Rates ? Attrition (or Retention) Rates ?
Units per Response n Average Take n Name Value ? Time Value
CATALOG ANALYSIS 193
Space Allocation ? Catalog Profit and Loss
RETURN ON INVESTMENT 195
The Return on Investment Model ? Return on Advertising Investment
ACCOUNTING PRACTICES 199
Inventory Valuation a Year End Tax Treatment ? Capitalized
Advertising ? Member Value ? Reserves ? Hidden Assets o Putting It
All Together ? Keeping Up to Date
CHAPTER 9 CREATIVE TACTICS 202
CREATIVE PLANS 202
Positioning ? Perception as the Standard
VERTICAL POSITIONING 204
Product Placement ? Offer Placement d Audience Placement ? Size
HORIZONTAL POSITIONING 206
Create a Need ? New Triers D Fulfill A Need a Sell Competitively o
Motivate by Value ? Overcome Inertia
POSITION SEGMENTATION 212
Research Matrix
ESTABLISHING A POSITION 213
Locating the Correct Positioning a Vertical Alteration a Horizontal
Alteration
CONTENTS Xi
THE IMAGERY TRIANGLE 216
Product Image ? Self image ? Company Image ? Imagery Balance
EIGHT TACTICAL ELEMENTS OF CREATIVE SUCCESS 219
AUDIENCE TARGETING 220
Attention Appeals ? Appeals to Needs ? The Floating Audience
Appeal
PRODUCT PRESENTATION 222
Feature Dramatization ? Unique Selling Proposition ? Selling Benefits
? Building an Edge ? Getting to the Point
INVOLVEMENT DEVICES 224
Quizzes ? Fascination ? Value n Personalization ? Play n
Completion ? Choice
CONVENIENCE FACTORS 226
Coupon Readability ? Ease of Response ? Avoiding Calculations ?
Ease of Payment ? Ultimate Interactvity
IMMEDIACY INCENTIVES 229
Urgency Copy ? Command Terminology n Adding Immediacy ?
Deadline ? Speed of Delivery
CREDIBILITY 232
Advertiser Reputation ? The Bandwagon ? Endorsers ? Corporate
Personalization ? Testimonials n Outside Guarantors ? Why Are You
Being So Good to Me?
CREATIVE WORK PLANS 234
CHAPTER 10 COPVWR1TING 236
ADVERTISING IS HARD 236
A SIMPLE FORMULA 237
THE DIRECT DIFFERENCE 239
GET READY, GET SET ... 240
Define the Assignment ? Abstract All Information ? Beat the Winner ?
Three Secrets of Great Ad Writing Q The Creative Work up ?
Harnessing Your Subconscious
. . . AND GO! 246
The Mental Dump Process ? Begin at the End ? The First Draft ?
Style ? Flow ? Story Value ? Level ? Nonverbal Messages ? Getting
Specific ? Personalization n Stopping Power n Making It Sing
SOME GENERAL CONSIDERATIONS 252
How Long Should a Letter Be? ? Which Comes First, Format or Copy?
? Handling Rush Jobs ? The Curse of Cleverness ? Repetition: Right
or Wrong? a Isn t the Internet Different?
EVALUATING ADVERTISING COPY 256
A TRIBUTE TO COPYWRITERS 257
CHAPTER 11 ART DIRECTION 259
Visual Communications ? Communicating Imagery ? Copy Art Teams
FIVE LAYOUT PRINCIPLES 261
Concentration Q Cohesion o Convention ? Contrast ? Convection
OTHER SPECIFICS 270
Readability n Illustrations ? Typography ? Designing Coupons
CATALOG DESIGN 276
xii CONTENTS
GRAPHIC TOOLS 277
The Computer Revolution ? Tomorrow s Technology ? The Photography
Headache
FIRST AID KIT FOR ART DIRECTORS 283
How to Spot a Bad Layout ? Improving a Bad Layout
CHAPTER 12 DIRECT MAIL FORMATS 285
CONSIDERATIONS IN DIRECT MAIL FORMATS 286
Response Stimulation ? Personalization ? Involvement Techniques
ECONOMIC CONSIDERATIONS 291
Mailing Weight ? Working with Suppliers
ELEMENTS OF THE MAILING PACKAGE 294
The Response Device o The Outer Envelope ? The Letter ? The
Brochure ? Other Inserts ? The Reply Envelope ? Postage ?
Videotapes and CDs ? Self Mailer Formats
CHAPTER 13 PRODUCTION PLANNING 314
NEW OPTIONS, NEW CHALLENGES 314
THE PERSONALIZATION OPTION 315
SMART PRINTING AND INSERTING 316
OTHER INNOVATIONS 318
THE TIME COST QUALITV TRIANGLE 318
CONTROLLING COSTS 319
Planning the Job ? Defining the Job ? Getting Estimates ? Purchase
Orders ? Photography ? Avoiding Errors ? Avoiding Rush Work
CONTROLLING TIME 327
Time Requirements ? Critical Path Scheduling
WAYS TO SAVE TIME 328
CONTROLLING QUALITY 331
Illustrations ? Photographic Processes ? Printing Adjustments
SUPPLIERS ARE PEOPLE TOO 334
CHAPTER 14 MAILING LISTS 337
TWO KEY FACTORS 337
Selectivity ? Space ? The Combination
WELCOME TO LISTWORLD! 339
LISTS OF LISTS 340
SRDS Contents
RESPONSE LISTS 341
COMPILED LISTS 345
Selecting Compiled Lists
SURVEY LISTS 347
BUSINESS LISTS 347
SIC and NAICS Codes
HOUSE LISTS 353
CHOOSING AND USING LISTS 354
Pilot Lists ? Recency, Frequency, Unit Sale and Source ? The Principle
of Affinity
LIST SEGMENTATION 357
CONTENTS Xiii
Hotline Names ? Telemarketing Lists
THE MAILING PLAN 359
E MAIL LISTS 361
LIST LOGISTICS 361
List Cleaning ? List Rental ? Using Your List
PROTECTING YOUR LIST 363
ORDERING MAILING LISTS 364
Placing the List Order ? Protecting Your House List Investment
LIST FORMATS 368
LIST PROCESSING 369
Duplicate Elimination ? Net Name Arrangements ? List Cleaning ?
Name Suppression ? Customer History Files ? Special Systems
OUTBOUND RENTALS 373
OTHER MAILING LIST TECHNIQUES 373
Category Pooling ? Multibuyer Match ? Data Overlay ? Title
Conformance ? Cluster Analysis ? Waste Factor Calculation ?
Skimming versus High Penetration Strategies ? Other Techniques
PACKAGE INSERTS AND CO OP MAILINGS 375
Package Inserts ? Cooperative Mailings
CHAPTER 15 PRINT MEDIA 380
WHEN TO USE PUBLICATION MEDIA 381
Extending Direct Mail ? An Alternative to Direct Mail
SOURCES OF INFORMATION 383
Rate Cards ? Media Brokers n Standard Rate and Data Service ?
Some Other Tools of the Trade
THE MATHEMATICS OF MEDIA 390
CPM versus CPR ? CPR (Cost per Response) ? Volume and Frequency
Discounts ? Mail Order and Other Special Rates a Printed Inserts ?
Agency Commissions and Cash Discounts ? Production Costs
SELECTING THE RIGHT PUBLICATIONS 394
CPMT (Cost per Thousand Target Audience) ? Responsiveness ?
Editorial Environment ? The Elusive Audience ? Media Constellations
n Pilot Publications rj Letting the Consumer Make the Decisions
MAGAZINE CONSIDERATIONS 399
Space Units ? Spectacular Units ? Color or Black and White? ?
Magazine Positions ? Segmented Editions ? Personalized of
Segmented Issues
NEWSPAPERS—ROP, SUPPLEMENTS, AND PREPRINTS 403
ROP Newspaper Advertising ? Sunday Supplements ? Newspaper
Preprints
BUSINESS MEDIA 406
WHAT S THE BEST SEASON? 407
CHAPTER 16 BROADCAST MEDIA 410
BROADCAST IS UNIQUE 410
WHAT S DIFFERENT? 411
Broadcast is Perishable ? Broadcast is Impatient ? Broadcast Offers
Sight, Sound, and Motion ? Broadcast has Credibility
FOUR KINDS OF BROADCAST 412
XJV CONTENTS
DIRECT RESPONSE TELEVISION (DRTV) SHORT FORM 412
Direct Response Offers a Integrated Advertising Offers d Pre emptible
Time Buying o Contemporary Media Buying Techniques ? Commercial
Length n Setting Up a Broadcast Test ? Response Options ?
Telephone Responses ? Mail Responses ? Reporting and Analysis ?
Per Inquiry Arrangements
DIRECT SUPPORT 422
When to Use Broadcast Support a Support Media Buying
INFOMERCIALS 426
Opportunities ? Media Buying
MANAGING A BROADCAST SCHEDULE 428
Problems
SHOPPING CHANNELS 432
RADIO ADVERTISING 433
Creative Approaches
CHAPTER 17 BROADCAST CREATIVE 435
The Primary Goal: Action Now! ? But Don t Ignore Image ? The Power
of Emotion ? Short Form or Long Form
SHORT FORM CREATIVE FACTORS 438
:60s or :120s—or Both! ? Production Values ? A Modular Approach to
Creativity ? Credibility Requires Sincerity d Action Requires
Immediacy ? Casting ? Cost Relationships ? Asking for the Order o
Offer Modification
SUPPORT BROADCAST 443
Length ? Variety ? Cost Standards ? Credibility versus Immediacy n
Support Offers o The Transfer Device
INFOMERCIALS—LONG FORM 446
The Length Factor ? The Channel Surfer Factor ? Production Values o
Testing and Revision ? Production Considerations
RADIO PRODUCTION 449
OTHER USES OF VIDEO SPOTS 450
WRITING A TELEVISION COMMERCIAL 452
Timing the Script
VIDEO TECHNIQUES 455
AUDIO TECHNIQUES 456
Voice d Music D Sound Effects
PRODUCING A COMMERCIAL 457
Choosing a Director ? Getting an Estimate ? Film versus Videotape o
The Shooting or Editing Session
CHAPTER 18 TELEMARKETING 462
ATTRIBUTES OF TELEPHONE SELLING 463
When to Call
PROPER USES OF THE TELEPHONE 464
Service Calls Q Trading Up and Cross Selling a Direct Mail Follow Up
d Business Contacts o Renewals and Reactivation a Immediacy
Situations a Prospecting
CONTENTS XV
ECONOMICS OF THE TELEPHONE 466
Costs ? Predictive Dialing ? Qualifiers ? Affinity Marketers ?
Telephone Preference Service (TPS)
THE TELEPHONE SCRIPT 471
CONSUMERS UNION FOUNDATION FUNDRAIS1NG COMMUNICATOR
SCRIPT ©CCI 472
INBOUND TELEMARKETING 475
Selecting Inbound Telephone Services ? Automatic Call Routers ?
Trade ups ? Inbound Telephone Scripts
OTHER OPTIONS 478
Internet Integration ? 800 Numbers ? 900 Numbers ? Electronic
Answering ? Checks by Mail
TELEMARKETING S FUTURE 480
CHAPTER 19 FULFILLMENT 481
MEETING EXPECTATIONS 481
DATABASE AND LEAD GENERATION 482
SUBSCRIPTION AND CONTINUITY PLANS 483
FULFILLMENT PROCESSES 483
Opening Mail ? Handling Telephone Responses ? Order Acceptance d
Data Entry n Maintaining the Database ? Shipping Orders ? Back
Orders and the 30 Day Rule
INQUIRIES AND LEADS 491
CUSTOMER SERVICE 491
INTERNET FULFILLMENT 492
FULFILLMENT REPORTS 493
Types of Reports Needed in Fulfillment Process ? Response and
Access Records ? Customer Quality Reports ? Other Reports ? Report
Design Considerations
FULFILLMENT PHILOSOPHY 496
Stop the Deadbeat ? The Customer Is Always Right ? Cost
Efficiency Uber Alles a A Rolling Stone Gathers No Loss a if I m
Your Dear Friend, Why Don t You Know My Name?
THE BIG PICTURE 499
CHAPTER 20 DATABASE MARKETING ~ I1 i 6 502
WHAT IS DATABASE MARKETING 503
Data a Base
BUILDING YOUR DATABASE 505
Company Lists ? Promotions ? List Building ? Advertising Add Ons o
Custom Compilations ? Survey Names
LIST ENHANCEMENT 512
TYPES OF DATABASE MARKETING 514
Conquest Marketing ? Up Sell and Cross Sell ? Frequency and Loyalty
? Advocacy
HOW THE PIECES FIT TOGETHER 520
Project or Program?
DATA MINING 521
Definitions ? Process ? Applications
XVi CONTENTS
CHAPTER 21 INTERNET MARKETING 526
IT S EXPLOSIVE GROWTH 526
How Is It Different? ? Background ? A Year 2000 Snapshot
WHO HAS WEB PAGES? 529
Publishing ? Retailing ? Advertising
TOMORROW S INTERNET 535
Connections ? Convergence o Convenience
GETTING TO THE STORE 540
Ordering ? Confidence
DIRECT MARKETING APPLICATIONS 542
E MAIL: THE INTERNET S DIRECT MAIL 542
Economics ? E mailing Lists ? Format ? Creative ? Opt in e mail
Lists
WEBSITES AS PRINT MEDIA 546
Alliances ? Increasing Response Rates n Conversion ? Should You
Always Give Your URL?
CATALOGS 549
Catalog Access ? Targeting ? Immediacy n Cross Sell
RELATIONSHIP MARKETING 552
Customer Service ? Need for Research
GETTING STARTED 554
Starting Small
BUILDING AN AUDIENCE 556
Publicity ? Search Engines—Finding Your Page ? Domain and URL
Names ? Affiliations ? Web Advertising ? Print and Broadcast
Advertising ? Direct Mail
CREATIVE TACTICS 562
Impressions ? Tracking Responses
A LONGER RANGE VIEW 564
INTEGRATING THE INTERNET 565
WELCOME TO REALITY 566
CHAPTER 22 GOING GLOBAL 567
ONE WORLD, ONE MARKET 567
The Statistics Trap ? The Internet Factor ? Expansion by Acquisition n
Buy or Build? ? Universality ? Leap Frog Marketing ? Response
Rate
WHAT S DIFFERENT 574
Lists ? Other Media ? Address and Mail Formats ? Orders ?
Telemarketing ? Delivery ? Customs ? Creative
GETTING STARTED 579
Know Thyself ? Know Thy Market a Brand Names and National
Imagery a Know Thy Suppliers
POSTAL SUPPORT 582
INFORMATION SOURCES 582
INDEX 584
|
| 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 | BV013377277 |
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| 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)833594858 (DE-599)BVBBV013377277 |
| discipline | Wirtschaftswissenschaften |
| edition | 4. ed. |
| format | Book |
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| id | DE-604.BV013377277 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T18:44:45Z |
| institution | BVB |
| isbn | 0071352872 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009124261 |
| oclc_num | 833594858 |
| open_access_boolean | |
| owner | DE-703 |
| owner_facet | DE-703 |
| physical | XXXII, 600 S. |
| publishDate | 2000 |
| publishDateSearch | 2000 |
| publishDateSort | 2000 |
| publisher | McGraw-Hill |
| record_format | marc |
| spelling | Nash, Edward L. Verfasser aut Direct marketing strategy, planning, execution Edward Nash 4. ed. New York [u.a.] McGraw-Hill 2000 XXXII, 600 S. txt rdacontent n rdamedia nc rdacarrier Direktwerbung (DE-588)4122113-8 gnd rswk-swf Direktmarketing (DE-588)4012421-6 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=009124261&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 Direktwerbung (DE-588)4122113-8 gnd Direktmarketing (DE-588)4012421-6 gnd |
| subject_GND | (DE-588)4122113-8 (DE-588)4012421-6 |
| 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 Nash |
| title_fullStr | Direct marketing strategy, planning, execution Edward Nash |
| title_full_unstemmed | Direct marketing strategy, planning, execution Edward Nash |
| title_short | Direct marketing |
| title_sort | direct marketing strategy planning execution |
| title_sub | strategy, planning, execution |
| topic | Direktwerbung (DE-588)4122113-8 gnd Direktmarketing (DE-588)4012421-6 gnd |
| topic_facet | Direktwerbung Direktmarketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009124261&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT nashedwardl directmarketingstrategyplanningexecution |