Direct and interactive marketing:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford
Oxford Univ. Press
2001
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXIII, 460 S. Ill. |
| ISBN: | 0198782535 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV013774637 | ||
| 003 | DE-604 | ||
| 005 | 20010828 | ||
| 007 | t | ||
| 008 | 010618s2001 a||| |||| 00||| eng d | ||
| 020 | |a 0198782535 |9 0-19-878253-5 | ||
| 035 | |a (OCoLC)47182372 | ||
| 035 | |a (DE-599)BVBBV013774637 | ||
| 040 | |a DE-604 |b ger |e rakwb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-739 |a DE-19 | ||
| 050 | 0 | |a HF5415.126 | |
| 082 | 0 | |a 658.8/4 |2 21 | |
| 084 | |a QP 621 |0 (DE-625)141912: |2 rvk | ||
| 100 | 1 | |a Sargeant, Adrian |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Direct and interactive marketing |c Adrian Sargeant and Douglas C. West |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Oxford |b Oxford Univ. Press |c 2001 | |
| 300 | |a XXIII, 460 S. |b Ill. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Direct marketing |2 gtt | |
| 650 | 7 | |a Internet |2 gtt | |
| 650 | 4 | |a Direct marketing | |
| 650 | 4 | |a Interactive marketing | |
| 650 | 0 | 7 | |a Direktmarketing |0 (DE-588)4012421-6 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marktkommunikation |0 (DE-588)4131075-5 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Direktmarketing |0 (DE-588)4012421-6 |D s |
| 689 | 0 | 1 | |a Marktkommunikation |0 (DE-588)4131075-5 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a West, Douglas C. |e Verfasser |4 aut | |
| 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=009415746&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-009415746 | ||
Datensatz im Suchindex
| _version_ | 1804128595083264000 |
|---|---|
| adam_text | Contents
List of Figures xxi
List of Tables xxiv
yi Direct Marketing: The Development of a Discipline i
1.1 Objectives i
1.2 What is marketing? 2
1.3 What is direct marketing? 5
1.3.1 Some common misconceptions 8
1.4 The benefits of direct marketing 8
1.5 Four cornerstones of direct marketing in
1.6 The development of a discipline 12
1.6.1 Stand alone direct marketing 12
1.6.2 Integrated direct marketing 13
1.6.3 Peripheral direct marketing 14
1.7 Reasons for growth 14
1.7.1 Changing demographics and lifestyles 14
1.7.2 Media fragmentation 15
1.7.3 Increasing salesforce costs 16
1.7.4 Alternative distribution channels 16
1.7.5 Changing business focus 16
1.8 Towards relationships not transactions 17
1.9 Summary 20
Further reading 21
Case study: Nike: an integrated campaign 21
2 Market Planning 23
2.1 Objectives 24
2.2 Introduction 24
2.3 Mission 25
2.4 Organizational objectives 26
2.5 The marketing audit 27
2.5.1 PEEST factors 27
2.5.2 Market analysis 28
2.5.3 Competitor analysis 29
2.5.4 Customers 29
2.5.5 Analysis of own organization 29
2.6 SWOT analysis 30
2.7 Setting market objectives 3i
2.7.1 Profits 32
2.7.2 Market share 32
2.7.3 Sales 32
2.7.4 Customer satisfaction 33
2.7.5 Not for profit and interest group objectives 33
2.8 Key strategies 33
2.8.1 Overall direction 34
(a) Market penetration 34
(b) Product development 34
(c) Market development 35
2.8.2 Segmentation 35
2.8.3 Positioning 36
2.8.4 Branding 36
(a) Corporate umbrella branding 37
(b) Family umbrella branding 37
(c) Range branding 37
2.8.5 Summary 38
2.9 The marketing mix 38
2.9.1 Product/service 38
(a) The components of products and services 38
(b) Product life cycle 40
(c) Portfolio analysis 42
2.9.2 Price 45
(a) Setting the price 45
(b) Price discrimination 45
2.9.3 Place 46
2.9.4 Promotion 47
2.10 Communications objectives 48
2.10.1 Modelling communication 48
2.10.2 Communications and branding 51
2.10.3 Some more examples 51
(a) Pepsi 51
(b) Crispy Crunch 51
2.10.4 Communication strategy 52
2.10.5 Competitive roles and communication strategies 53
(a) Market leader 53
(b) Market challengers 53
(c) Market followers 54
2.10.6 The promotional or communications mix 54
(a) Advertising 54
(b) Sales promotion 55
(c) Public relations 56
2.10.7 People 58
2.10.8 Process 58
2.10.9 Physical evidence 59
2.10.10 Summary of the tactical marketing mix 60
2.n Budget 60
2.12 Scheduling 61
2.13 Monitoring and control 62
2.14 Summary 62
Discussion questions 63
Further reading 63
Case study: The power of the brand—Virgin Direct 64
3 Understanding Buying 71
3.1 Objectives 72
3.2 Introduction 72
3.3 Culture and sub cultures 72
3.3.1 Patterns of beliefs and behaviour 73
3.3.2 Physical environment and social institutions 73
3.3.3 Cultural change 73
3.3.4 Specific applications 73
(a) Values 73
(b) Multinational business 74
(c) Sub cultures 74
3.3.5 Examples of culture and buying behaviour 74
3.4 Social groups 75
3.4.1 Reference group behaviour 75
3.4.2 Issues 75
3.4.3 Direct marketing and reference groups 76
3.4.4 Examples of groups and buying behaviour 76
3.5 Family and opinion leadership 76
3.5.1 Family life cycle 77
3.5.2 Purchasing decisions 77
(a) Roles 77
(b) Power structure 78
3.5.3 Situational influences 78
3.5.4 Changes in families 78
3.5.5 Children 79
3.5.6 Opinion leadership 79
3.5.7 Traditional views of OLs 80
3.5.8 How can direct marketers find OLs? 80
3.5.9 Methods to track OLs 81
3.6 Personality and self concept 8i
3.6.1 Towards a definition 81
3.6.2 Measurement of personality 81
3.6.3 Major personality theories 82
(a) Psychoanalytic 82
(b) Social theories 83
(c) Trait theories 83
3.6.4 Issues to consider 83
3.6.5 Self concept 84
3.6.6 Congruity theory 84
3.7 Motivation and involvement 85
3.7.1 Nature of motives 85
(a) Drive theory 85
(b) Expectancy theory 85
3.7.2 Classifying motives 86
3.7.3 Structuring motives 86
3.7.4 Motivational research 86
3.7.5 Involvement 87
3.7.6 Measuring involvement 87
3.8 Information processing 88
3.8.1 Aspects of information processing 88
3.8.2 Stimuli 88
(a) Colour 88
(b) Smell 89
(c) Sound 89
3.8.3 Stimuli/awareness thresholds 90
3.8.4 Perception 91
3.8.5 Encoding 91
3.8.6 Cestalt 92
3.9 Learning and memory 92
3.9.1 Types of learning 92
(a) Classical conditioning 92
(b) Operant conditioning 93
(c) Cognitive learning theory 94
3.9.2 Modifying learning and behaviour 94
(a) Reinforcement schedules 94
(b) Shaping 94
(c) Discriminative stimuli 95
3.10 Memory 95
3.10.1 Types of memory 95
3.10.2 Memory systems 96
3.10.3 Memory relationships 96
3.10.4 Factors affecting memory 97
3.11 Attitudes 97
3.11.1 Measuring attitudes 98
3.11.2 Why do people form attitudes? 98
3.11.3 Consistency theories 98
(a) Balance theory 98
(b) Congruity theory 99
(c) Cognitive dissonance 99
3.11.4 Multiattribute models 100
(a) ABC model 100
(b) Fishbein 100
3.11.5 Low involvement 101
3.11.6 Attitude towards the advertisement 102
3.12 Problem recognition, search, and evaluation 102
3.12.1 Approaches to decision making 102
3.12.2 Type of decisions 103
3.12.3 Problem recognition 103
3.12.4 Information search 103
3.12.5 Amount of search 104
3.12.6 Buyers tend to search more when: 104
3.12.7 Novices and experts 105
3.12.8 Alternative evaluation 105
3.12.9 Brand or attribute? 106
(a) Compensatory 106
(b) Non compensatory 106
(c) Heuristics 107
3.12.10 Choosing 107
3.12.11 Direct marketing implications 108
3.13 Purchasing and post purchase behaviour 108
3.13.1 Shopping 108
3.13.2 Shops 109
(a) Entertainment 109
(b) Shop image 110
(c) Sales staff 110
3.13.3 Situation effects on purchasing 110
3.13.4 Brand loyalty 111
3.13.5 Post purchase behaviour ill
3.14 Organizational buyer behaviour 113
3.14.1 Decision process 114
3.14.2 Organizational buying process 115
(a) Buying tasks 115
(b) Buying centre 115
3.15 Summary 116
Discussion questions 117
Further reading 117
4 Customer Acquisition 119
4.1 Objectives 119
4.2 Introduction 120
4.3 Customer acquisition 122
4.4 Setting recruitment objectives 123
4.5 Market segmentation 125
4.5.1 What is market segmentation? 126
4.5.2 Bases for segmentation in consumer markets 126
(a) Demographic variables 127
(b) Geographic segmentation 129
(c) Geodemographics 130
4.5.3 Segmenting business markets 139
4.5.4 Criteria for evaluating the viability of market segments 139
4.6 Customer profiling 141
4.7 Targeting key prospects 142
4.8 List selection and management 143
4.9 Managing the acquisition process 145
4.10 Key performance measures 145
4.n Summary 146
Discussion questions 146
Further reading 147
5 Building a Customer Database 151
5.1 Objectives 152
5.2 Introduction 152
5.3 What is a database? 152
5.4 A simple database 153
5.4.1 Storing customer data 154
5.4.2 Database software 156
5.5 Categories of database 157
5.5.1 Database functions 157
5.5.2 Database architecture 158
(a) Sequential files 159
(b) Relational databases 159
(c) Sequential versus relational 160
(d) Object oriented 161
5.6 What information should be stored? 161
5.7 Database applications 164
5.7.1 Customer applications 164
5.7.2 Management applications 166
5.8 Sources of customer information 167
5.9 Database maintainance 168
5.9.1 Managing data sources 168
s.9.2 Verification/validation 169
5.9.3 De duplication 169
5.9.4 Merge purge 170
5.9.5 Updating data 170
5.9.6 Archiving 172
5.9.7 Access/security 172
5.10 Data warehousing 172
5.11 Data mining 173
5.12 Legal implications 173
5.12.1 Data protection 173
5.12.2 Maintaining communications standards 174
5.12.3 Direct Mail Services Standards Board 175
5.13 Summary 176
Further reading 176
6 Customer Retention—Building Customer Loyalty 177
6.1 Objectives 178
6.2 What is customer loyalty? 178
6.3 Why is loyalty important? iso
6.4 So what drives loyalty? 182
6.5 Lifetime value 185
6.5.1 An overview 185
6.5.2 A conceptual framework 186
6.5.3 Calculating the LTV of individual customers 187
6.5.4 The benefits of LTV analysis 188
(a) Assigning acquisition allowances 188
(b) Refining the targeting for customer acquisition campaigns 189
(c) Setting selection criteria for customer marketing 189
6.5.5 Some common mistakes 191
(a) Mis allocation of recruitment costs 191
(b) Mis allocation of overhead 192
6.5.6 Calculating the LTV of discrete customer segments 193
6.5.7 Why the reticence? 195
6.5.8 FRAC analysis 196
6.6 Loyalty programmes 197
6.7 Card based programmes 200
6.8 Cross category programmes 201
6.9 Measuring and benchmarking the payback 201
6.io Summary 202
Discussion questions 202
Further reading 203
Exhibit 1: United Airlines 204
Exhibit 2: It s mail Jim but not as we know it! 204
Case study: County Insurance Services 206
7 Testing and Research 215
7.1 Objectives 215
7.2 Introduction 216
7.3 Market research industry 216
7.4 Instinct 217
7.5 Types of direct marketing research 218
7.5.1 Applied direct testing and research 218
7.5.2 Basic direct testing and research 218
7.5.3 Methodological testing and research 218
7.6 Purposes of direct testing and research 219
7.6.1 Descriptive 219
7.6.2 Exploratory 219
7.6.3 Explanatory 219
7.7 A note on knowledge management 220
7.8 Testing and research plan 221
7.8.1 Define the problem 221
7.8.2 Select the data collection method 222
7.8.3 Internet questionnaires 223
7.8.4 Select the sample 223
(a) Nonprobability samples 223
(b) Probability samples 224
(c) Sample size 225
7.9 Conclusion 233
Discussion questions 233
Further reading 234
8 Analytical Procedures 235
8.1 Objectives 236
8.2 Introduction 236
8.3 The fundamentals 237
8.4 Presentation of data 238
8.4.1 Charts 238
8.4.2 Mean 240
8.4.3 Median 240
8.4.4 Standard deviation 240 /
8.4.5 Standard error 241
8.4.6 Range 241
8.5 Distributions 242
8.6 Hypothesis testing 243
8.6.1 Type I and Type II errors 244
8.7 Comparisons 244
8.8 Tests of association 246
8.9 Regression 248
8.10 Correlation 250
8.11 Analysis of variance 251
8.12 Multivariate analysis 252
8.13 Exploratory factor analysis 252
8.13.1 Factor 1: responsiveness 256
8.13.2 Factor 2: communication 256
8.13.3 Factor 3: confidence 256
8.14 Multiple regression 256
8.15 Cluster analysis 259
Case study: The Came Conservancy Trust 267
Further reading 278
9 Agencies and Direct Marketing Specialists 279
9.1 Objectives 279
9.2 Introduction 280
9.2.1 Full service agency 280
9.2.2 Creative shops 280
9.2.3 Media independents 280
9.2.4 New media agencies 281
9.2.5 Database strategy/analysis 281
9.2.6 List brokers 281
9.2.7 Mailing/fulfilment houses 281
9.2.8 Consultants 281
9.3 The direct marketing product 282
9.4 Personnel in agencies and direct marketing specialists 284
9.4.1 Account executives 284
9.4.2 Creatives 285
9.4.3 Media 285
9.4.4 Database management and research 285
9.5 Selecting agencies and direct marketing specialists 286
9.6 Agency briefing and presentations 287
9.7 Payment 287
9.7.1 History 287
9.7.2 Implications of commission 289
9.7.3 Current payment methods 290
9.7.4 Fees and PBR 290
9.7.5 The nature of fees 291
9.8 Agency and direct marketing specialist client relationship 292
9.9 Future of agencies and direct marketing specialists 297
9.10 Summary 297
Discussion questions 298
Further reading 298
io Creative Briefing 299
10.1 Objectives 299
10.2 Introduction 300
10.3 Writing the creative brief 300
10.3.1 Issues 300
10.3.2 Should you use a creative brief? 301
(a) Against 301
(b) In favour 301
10.3.3 Problems 301
10.4 What should be included in a creative brief? 302
10.4.1 Campaign requirements 302
10.4.2 Target audience 302
10.4.3 Purpose of direct marketing 303
10.4.4 Single minded proposition 303
10.4.5 Substantiation 303
10.4.6 Mandatory inclusions 303
10.4.7 Mood and tone 303
10.4.8 Media selected 304
10.4.9 Budget 304
10.5 Working on a communications brief 304
10.6 Cross national communications 309
10.7 Creative work practices 310
10.7.1 Work patterns and activities 310
10.7.2 Experience 311
10.7.3 Motivation 311
10.7.4 Creative leadership 312
10.8 Creative personality and process 313
10.9 Philosophies 314
10.10 How does direct marketing work? 315
10.10.1 Linear sequential models 315
(a) Well known examples 316
(b) Problems of hierarchy models? 317
10.10.2 Factors affecting perception 318
10.10.3 Factors affecting motivation 319
(a) Appeals to fear 319
(b) Ehrenberg 319
(c) Elaboration likelihood model 320
10.10.4 What makes effective direct marketing? 321
(a) Emotion 321
(b) However... 321
(c) You need a combination 321
(d) Strategic development 321
(e) Find prime prospect s problems 321
(f) Example: Pepsi 321
(g) Overall 321
i o.i 0.5 What has been the advice of top creatives over the years? 322
(a) Claude Hopkins 322
(b) Rosser Reeves 322
(c) David Ogilvy 322
(d) Some Ogilvy specifics 322
(e) Bill Bernbach 323
(f) Key themes 323
(g) Drayton Bird 323
10.11 Ethical considerations 323
10.11.1 Direct marketing 323
io.n.2 Specific issues 326
(a) Exploitation 326
(b) Aesthetics 327
(c) Dishonesty 327
(d) Products 328
10.11.3 Ethics overall 328
10.12 International direct marketing 328
10.12.1 Issues 329
(a) Translation errors 329
(b) Meaning 329
(c) Global versus regional versus local 329
(d) Regulation 330
(e) Attitudes to advertising 330
10.13 Summary 331
Further reading 331
n Media Planning 333
11.1 Objectives 333
11.2 Introduction 334
11.3 Direct media strategy 335
11.3.1 Framework 335
11.3.2 Acquisition and retention 335
11.4 Media 336
11.4.1 Telemarketing 336
(a) Outbound 336
(b) Inbound 338
n.4.2 Direct mail 338
(a) Acquisition 338
(b) Retention 339
11.4.3 Direct response TV (DRTV) 340
(a) Types of DRTV 340
(b) Key considerations 340
(c) Buying DRTV 341
11.4.4 Direct response radio 343
(a) Targeting and evaluation 344
(b) Buying and direct response radio 344
(c) Fulfilment 344
11.4.5 Press advertising 344
(a) Press space 344
11.4.6 Inserts 345
(a) Qualitative issues in choice of publication 346
(b) Cost comparisons 347
11.4.7 Door to door 347
n.4.8 Internet 348
(a) Buying Internet advertising 349
11.4.9 Trade fairs 350
11.5 Factors in choice of direct classes 351
n.6 Timing 352
11.6.1 Sales and media patterns 352
n.6.2 Launches and sales peaks 352
n.6.3 Arguments for bursts 352
11.6.4 Arguments for continuity 353
n.6.5 Compromise 353
n.6.6 A word on decay 353
11.7 Response functions 353
11.7.1 Kinds of response function 353
(a) Linear 354
(b) Step function 354
(c) S shaped response 354
11.8 International media 355
11.8.1 Availability 355
11.8.2 Media usage 355
11.8.3 Timing 356
11.9 Summary 356
Discussion questions 356
Further reading 357
Case study: The Indianapolis Colts 357
12 Budgeting 363
12.1 Objectives 363
12.2 Introduction 364
12.3 Methods 364
12.3.1 Allowable cost per sale 364
12.3.2 Break even cost per sale 365
12.3.3 Percentage of sales 366
12.3.4 Competitive absolute 366
12.3.5 Competitive relative 366
12.3.6 Objective task 367
12.3.7 Response functions 368
(a) Decision models 368
12.4 Evidence 370
12.5 Organizational influences 371
12.6 Key issue: lifetime value 373
12.6.1 Acquisition 373
12.6.2 Retention 373
12.7 Summary 374
Discussion questions 374
Further reading 375
13 E marketing 377
13.1 Objectives 378
13.2 Introduction 378
13.3 Changing user profiles 379
13.4 Site design 382
13.5 Browser features 386
13.5.1 Menu bar 386
13.5.2 Button bar—tool bar 386
13.5.3 Uniform Resource Locator—URL 387
13.5.4 Link to button bar 388
13.5.5 Scroll bar 388
13.5.6 Status bar 388
13.5.7 Stop 388
13.6 Writing on line 388
13.6.1 Flowchart/sitemap 388
13.6.2 Inclusion of links 389
(a) Text based links hypertext links 389
(b) Images 389
13.6.3 Long versus short copy 391
13.6.4 Bullets 391
13.6.5 The power of words 391
13.7 Marketing on line 394
13.7.1 Web rings 394
13.7.2 Reciprocal links 395
13.7.3 Link exchanges 395
13.7.4 e mail 396
13.7.5 Newsgroups 396
13.7.6 Announcement sites 396
13.8 Search engines 396
13.8.1 TITLE key words 399
13.8.2 META tags 399
13.8.3 ALT image tags 399
13.9 Web directories 400
13.10 Relationship marketing on the web 400
3.10.1 Identify 400
3.10.2 Differentiate 401
3.10.3 Interact 401
3.10.4 Customize 401
13.11 Interactive television 402
13.12 eTV 402
13.13 Digital radio 404
13.14 Summary 405
Discussion questions 406
Further reading 406
Case study: Vietnam National Administration of Tourism 407
14 Print, Reduction, and Fulfilment 413
14.1 Objectives 414
14.2 Introduction 414
14.3 Print production 414
14.3.1 Estimate 414
14.4 Paper order 417
14.5 Origination 418
14.6 Platemaking 418
14.7 Proofing 419
14.7.1 Wet proofs 419
14.7.2 Cromalin proofs 419
14.7.3 Ozalid proofs 419
14.7.4 Digital proofs 419
14.8 Printing 419
14.8.1 Letterpress 420
14.8.2 Photogravure 420
14.8.3 Silk screen 420
14.8.4 Lithography 420
14.8.5 Laser printing 421
14.8.6 Digital offset 421
14.9 Finishing 421
14.10 Mailing houses 422
14.11 Fulfilment 423
14.11.1 Overview 423
14.11.2 Order receipt 424
14.11.3 Telephone responses 425
14.11.4 Data entry 426
14.11.5 List maintenance 427
14.11.6 Shipping orders 427
14.11.7 Inventory 428
(a) Service level and stock turn 429
(b) Re order levels 429
14.11.8 Fulfilment reports 430
(a) Response record 430
(b) Inventory data 430
(c) Returns 430
14.12 Summary 431
Discussion questions 431
Further reading 431
15 Towards the Future 433
15.1 Objectives 433
15.2 Introduction 434
15.3 Privacy issues 434
15.3.1 SPAM 434
15.3.2 Wider privacy issues 437
15.4 Broadband 438
15.5 Disintermediation versus cyber/meta mediation 440
15.6 Channel integration 447
15.7 Changing demographics 448
15.8 Some specifics 448
15.8.1 More direct marketing 448
15.8.2 Place based media 449
15.8.3 Infomercials 450
15.8.4 Home shopping 450
15.8.5 The rise and fall of telemarketing 450
15.9 Summary 451
Discussion questions 452
Further reading 452
Index 453
List of Figures
1.1 Typical marketing mix—fast food retailer 4
1.2 Tango man io
i .3 Cornerstones of direct marketing 11
1.4 The history of direct marketing 13
2.1 Marketing planning framework 25
2.2 Sample PEEST analysis: Internet bookstore 28
2.3 SWOT analysis 31
2.4 Perceptual map 37
2.5 Dimensions of hotel service 39
2.6 Product lifecycle 41
2.7 General Electric: 9 cell matrix 43
2.8 A simple model of communication 48
2.9 Cevalia direct response advertising so
2.10 The public relations strategic planning process 56
2.11 Flow chart of a visit to the theatre 59
2.12 CANTT chart 62
3.1 VALS 74
3.2 Lifecycles 77
3.3 Maslow s Hierarchy 87
3.4 Weber s Law 90
3.5 Basic Fishbein ioi
3.6 Choosing 107
3.7 No belief stage 108
3.8 Summary of consumer buying 112
3.9 B2B buying process 114
3.10 Buying tasks 115
3.11 Buying centre 116
4.1 Response rates by category of customer 120
4.2 Direct marketing planning process 121
4.3 Marketing objectives 124
4.4 The family life cycle 128
4.5 Socio economic groups 129
4.6 Census information 130
4.7 The ACORN classification system 132
4.8 Type 26 mature established home owning areas 133
4.9 Lifestyle products 138
4.10 Criteria for segmentation of industrial markets 140
4.11 Value segments 142
4.12 Sources of new customers 143
5.1 Sample database file 154
5.2 Field types 155
5.3 Details of fields 155
5.4 Choice of database 160
5.5 Contents of consumer database 162
5.6 Contents of business to business database 163
5.7 Problems with names 171
6.1 The loyalty pyramid 179
6.2 Customer satisfaction chart 183
6.3 Will customers buy from you again? 185
6.4 Perspectives on value 187
6.5 Decile analysis of database by value 190
6.6 Customer exposure to marketing promotions 199
7.1 Market research industry 216
7.2 Testing and research process 222
7.3 Quota 224
7.4 Limits of error 226
8.1 SmartCo sales (1999) 239
8.2 Response rates to SmartCo mailings 239
8.3 Normal distribution 242
8.4 Normal distribution (an example) 243
8.5 Monthly sales figures 249
8.6 Advertising expenditure/sales 250
8.7 Service quality questionnaire 253
8.8 Theatre questionnaire 261
8.9 The process of cluster analysis 264
9.1 Account executives 285
9.2 Process in purchasing an advertising or direct marketing agency 286
9.3 Traditional commission system 288
10.1 Typical creative brief format 305
10.2 Fosters creative brief 306
10.3 Cadbury s brief 307
10.4 Cadbury s mailing pack 310
10.5 Hierarchy models 316
10.6 Starch, 1925 316
10.7 AIDA(E.K. Strong, 1925) 316
10.8 DAGMAR (Colley, 1961) 317
10.9 Lavidge and Steiner (1961) 317
10.10 Appeals to fear 319
10.11 Ehrenberg 320
10.12 Materialism 324
10.13 Butter marketing 325
10.14 Deneuve and Chanel No. 5 326
n.i Response functions presented graphically 354
12.1 Break even cost per sale 365
12.2 Competitive relative 366
12.3 Objective task 367
12.4 Response functions 368
12.5 Adaptive control 369
12.6 Sequential model 370
12.7 Methods selected in the UK, US, and Canada 371
13.1 Age profile of Internet users 379
13.2 WebMD home page 383
13.3 Web browser 387
13.4 Egghead site map 390
13.5 Imagemap 392
13.6 Judge Judy 403
13.7 Domino Pizza ads 404
14.1 The print process 415
14.2 Suggested print enquiry form 416
14.3 Ten steps in the fulfilment style 425
15.1 SPAM 436
15.2 Build your Jeep 442
15.3 Respond.com 443
15.4 Edmunds.com 444
15.5 Healthy living metamarket 446
List of Tables
i .1 Direct mail expenditures by year and country 14
1.2 Relationships versus transactions 19
2.1 Industry attractiveness 44
2.2 Business strength 44
4.1 SMART objectives 125
6.1 Example LTV calculation 188
6.2 Frequent flyer benefits by membership grade 205
8.1 Monthly sales by channel 245
8.2 Expenditure category by customer gender 246
8.3 Total individuals in each category 246
8.4 Observed and expected customer numbers 247
8.5 Calculating the Chi Square statistic 248
8.6 Advertising expenditure and sales revenue 249
8.7 Regression analysis 250
8.8 Descriptive statistics 251
8.9 ANOVA 252
8.10 Factor analysis—perceived service quality provided 255
8.11 Retailer research dataset 258
8.12 Regression analysis—annual expenditure 258
8.13 Cluster analysis 265
8.14 Reasons for theatre attendance 266
11.1 Costs of airtime 342
11.2 CPT table 347
11.3 Example of a response function 353
13.1 Changes in profile of Internet user 380
13.2 Top e commerce sites by gender 381
13.3 Top sites—January 2000 397
13.4 Major Internet search engines 398
14.1 Breakdown of customer complaints 424
Chapter 1
Direct Marketing: The
Development of a Discipline
Contents
1.1 Objectives i
1.2 What is marketing? 2
1.3 What is direct marketing? 5
1.4 The benefits of direct marketing 8
i.s Four cornerstones of direct marketing io
i .6 The development of a discipline 12
1.7 Reasons for growth 14
i.s Towards relationships not transactions 17
1.9 Summary 20
Further Reading 21
Nike: an integrated campaign 21
1.1 Objectives
By the end of this chapter you should be able to:
(a) define direct marketing;
(b) distinguish direct marketing from other forms of marketing;
(c) explain the benefits of direct marketing;
(d) distinguish between stand alone, integrated and peripheral direct marketing;
|
| any_adam_object | 1 |
| author | Sargeant, Adrian West, Douglas C. |
| author_facet | Sargeant, Adrian West, Douglas C. |
| author_role | aut aut |
| author_sort | Sargeant, Adrian |
| author_variant | a s as d c w dc dcw |
| building | Verbundindex |
| bvnumber | BV013774637 |
| 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)47182372 (DE-599)BVBBV013774637 |
| 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 | 1. publ. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01554nam a2200433 c 4500</leader><controlfield tag="001">BV013774637</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20010828 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">010618s2001 a||| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0198782535</subfield><subfield code="9">0-19-878253-5</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)47182372</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV013774637</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakwb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-739</subfield><subfield code="a">DE-19</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415.126</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8/4</subfield><subfield code="2">21</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">Sargeant, Adrian</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Direct and interactive marketing</subfield><subfield code="c">Adrian Sargeant and Douglas C. West</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">1. publ.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Oxford</subfield><subfield code="b">Oxford Univ. Press</subfield><subfield code="c">2001</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XXIII, 460 S.</subfield><subfield code="b">Ill.</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="7"><subfield code="a">Direct marketing</subfield><subfield code="2">gtt</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Internet</subfield><subfield code="2">gtt</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Direct marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Interactive marketing</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">Marktkommunikation</subfield><subfield code="0">(DE-588)4131075-5</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><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="1"><subfield code="a">Marktkommunikation</subfield><subfield code="0">(DE-588)4131075-5</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">West, Douglas C.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</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=009415746&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:BVB01-009415746</subfield></datafield></record></collection> |
| id | DE-604.BV013774637 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:51:44Z |
| institution | BVB |
| isbn | 0198782535 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009415746 |
| oclc_num | 47182372 |
| open_access_boolean | |
| owner | DE-739 DE-19 DE-BY-UBM |
| owner_facet | DE-739 DE-19 DE-BY-UBM |
| physical | XXIII, 460 S. Ill. |
| publishDate | 2001 |
| publishDateSearch | 2001 |
| publishDateSort | 2001 |
| publisher | Oxford Univ. Press |
| record_format | marc |
| spelling | Sargeant, Adrian Verfasser aut Direct and interactive marketing Adrian Sargeant and Douglas C. West 1. publ. Oxford Oxford Univ. Press 2001 XXIII, 460 S. Ill. txt rdacontent n rdamedia nc rdacarrier Direct marketing gtt Internet gtt Direct marketing Interactive marketing Direktmarketing (DE-588)4012421-6 gnd rswk-swf Marktkommunikation (DE-588)4131075-5 gnd rswk-swf Direktmarketing (DE-588)4012421-6 s Marktkommunikation (DE-588)4131075-5 s DE-604 West, Douglas C. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009415746&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Sargeant, Adrian West, Douglas C. Direct and interactive marketing Direct marketing gtt Internet gtt Direct marketing Interactive marketing Direktmarketing (DE-588)4012421-6 gnd Marktkommunikation (DE-588)4131075-5 gnd |
| subject_GND | (DE-588)4012421-6 (DE-588)4131075-5 |
| title | Direct and interactive marketing |
| title_auth | Direct and interactive marketing |
| title_exact_search | Direct and interactive marketing |
| title_full | Direct and interactive marketing Adrian Sargeant and Douglas C. West |
| title_fullStr | Direct and interactive marketing Adrian Sargeant and Douglas C. West |
| title_full_unstemmed | Direct and interactive marketing Adrian Sargeant and Douglas C. West |
| title_short | Direct and interactive marketing |
| title_sort | direct and interactive marketing |
| topic | Direct marketing gtt Internet gtt Direct marketing Interactive marketing Direktmarketing (DE-588)4012421-6 gnd Marktkommunikation (DE-588)4131075-5 gnd |
| topic_facet | Direct marketing Internet Interactive marketing Direktmarketing Marktkommunikation |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009415746&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT sargeantadrian directandinteractivemarketing AT westdouglasc directandinteractivemarketing |