The complete guide to direct marketing: creating breakthrough programs that really work
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chicago, IL
Kaplan
2006
|
| Schlagworte: | |
| Online-Zugang: | Table of contents Publisher description Contributor biographical information Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (p. 247-248) and index |
| Beschreibung: | xii, 266 p. ill. 23 cm |
| ISBN: | 9781419526930 |
Internformat
MARC
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| 020 | |a 9781419526930 |9 978-1-4195-2693-0 | ||
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| 100 | 1 | |a Meisner, Chet |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a The complete guide to direct marketing |b creating breakthrough programs that really work |c Chet Meisner |
| 246 | 1 | 3 | |a Direct marketing |
| 264 | 1 | |a Chicago, IL |b Kaplan |c 2006 | |
| 300 | |a xii, 266 p. |b ill. |c 23 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references (p. 247-248) and index | ||
| 650 | 4 | |a Direct marketing | |
| 650 | 0 | 7 | |a Direktmarketing |0 (DE-588)4012421-6 |2 gnd |9 rswk-swf |
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| 856 | 4 | |u http://www.loc.gov/catdir/enhancements/fy0708/2006002410-d.html |3 Publisher description | |
| 856 | 4 | |u http://www.loc.gov/catdir/enhancements/fy0662/2006002410-b.html |3 Contributor biographical information | |
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Datensatz im Suchindex
| _version_ | 1804138447048278016 |
|---|---|
| adam_text | Contents
ACKNOWLEDGMENTS
ix
PREFACE
xi
PART ONE
STRATEGY
1
.
DIRECT MARKETING AS BUSINESS STRATEGY
3
The Strategic Marketing Pyramid
4
Setting Corporate and Marketing Objectives
4
Establishing Marketing Goals
6
The Five Strategic Promotional Disciplines
7
Methodologies and Approaches 1
4
Using the Media Properly 1
5
Making It All Work Together 1
6
2.
DIRECT MARKETING AS SALES
2
1
How Salespeople Measure Success
21
The Salesperson s Concept of Targeting
24
The Direct Marketer as Salesperson
26
Six Sales Characteristics of the Direct Marketer
29
Identifying the Potential LTV in the Relationship
35
Counting Beans for a Living
36
Generating a Response That Leads to a Sale
37
Making Every Single Sale
38
3.
THINKING LIKE A DIRECT MARKETER
43
Marketing Terms to Avoid
43
The Response Rate Myth
45
Thinking Differently about Creative
57
A Different View of the Same Data
60
Profiling
62
The Scientific Method and Testing
69
Contents
Finding the Control
70
If It s Not Broken, Don t Fix It
7
1
4.
BREAKTHROUGH STRATEGIES THAT HAVE WORKED
73
The Software Industry
74
Food Distribution
76
Commercial Airlines
79
Retail
81
Utilities
83
The Financial Sector
87
B-to-B Lead Generation
—
Large Businesses
89
B-to-B Lead Generation
—
Small Businesses
92
And What Doesn t Work
95
5.
BARRIERS TO SUCCESS
99
Special Skills Are Definitely Required
99
It s Lonely Out There 1
0
1
Learning to Do Whole-Brain Marketing 1
02
Why You Will Need a Champion 1
03
The Anybody Can Do It Syndrome 1
04
Finding Good Help Can Be Difficult
105
Controlling the Most Important Variable: You! 1
08
PART TWO
EXECUTION
6.
FINDING YOUR AUDIENCE 11
3
The Players and the Rules
114
Residential List Sources 1
19
Business (B-to-B) List Sources 1
22
Usage and List Formats 1
29
Adding Data to a List 1
30
Renting and Trading Your List 1
3
1
1
3
Rules for Working with Lists 1
32
List Hygiene
135
Do Not Call, Fax, Mail, or E-mail Rules 1
37
Affinity Marketing
138
Television and Radio Audiences 1
39
Print Audiences
140
Electronic Audiences 1
4
1
Segmenting Your Own List for CRM and
Profit 142
Contents
7. DATA, DATA PROCESSING, AND DATABASE MARKETING 145
The Early Days
145
Today s Capabilities
147
Personal Computers, Servers, and Legacy Systems
148
Basic Terminology
148
Flat Files versus Databases
149
Reading a Record Layout 1
5
1
CIS and
CIF
152
What Is Database Marketing? 1
53
1
4
Rules for Effective Use of
Dau
1
54
8.
CREATIVE
161
The Project Brief
161
20
Rules for Direct Marketing Copy 1
63
1
8
Rules for Direct Marketing Design 1
68
Mail
171
Print
173
Television and Radio 1
74
E-mail and Web Sites 1
78
Telephone
180
Personalization and Tracking
183
Standard Mail Packages and Formats
184
9.
PRODUCTION AND FULFILLMENT
195
Producing Mail
195
Producing Print
200
Television and Radio
20
1
E-mail and Web Sites
203
Telephone
207
Scheduling
212
Customer Service, Databases, and Data Entry
2
1
2
Fulfilling Leads
214
Order Fulfillment
215
1
0.
TESTING AND TRACKING
2
1
9
Research versus Testing
2
1
9
What to Test
220
Front-End Testing versus Back-End Analysis
224
Determining Statistically Predictable Test Samples
224
Creating a Test Matrix
227
Avoiding Bias
228
Contents
Controlling Your Tests
228
Response Curves
232
Calculating Half-Life
234
Financial Success: Test versus Rollout Costs
235
Tracking Results
236
Testing and Tracking Variations by Specific Media
242
EPILOGUE: THE FUTURE OF DIRECT MARKETING
243
NOTES
247
GLOSSARY
249
INDEX
261
|
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| indexdate | 2024-07-09T21:28:20Z |
| institution | BVB |
| isbn | 9781419526930 |
| language | English |
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| spelling | Meisner, Chet Verfasser aut The complete guide to direct marketing creating breakthrough programs that really work Chet Meisner Direct marketing Chicago, IL Kaplan 2006 xii, 266 p. ill. 23 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. 247-248) and index Direktmarketing (DE-588)4012421-6 gnd rswk-swf Direktmarketing (DE-588)4012421-6 s DE-604 http://www.loc.gov/catdir/toc/ecip067/2006002410.html Table of contents http://www.loc.gov/catdir/enhancements/fy0708/2006002410-d.html Publisher description http://www.loc.gov/catdir/enhancements/fy0662/2006002410-b.html Contributor biographical information Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017002922&sequence=000012&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Meisner, Chet The complete guide to direct marketing creating breakthrough programs that really work Direct marketing Direktmarketing (DE-588)4012421-6 gnd |
| subject_GND | (DE-588)4012421-6 |
| title | The complete guide to direct marketing creating breakthrough programs that really work |
| title_alt | Direct marketing |
| title_auth | The complete guide to direct marketing creating breakthrough programs that really work |
| title_exact_search | The complete guide to direct marketing creating breakthrough programs that really work |
| title_full | The complete guide to direct marketing creating breakthrough programs that really work Chet Meisner |
| title_fullStr | The complete guide to direct marketing creating breakthrough programs that really work Chet Meisner |
| title_full_unstemmed | The complete guide to direct marketing creating breakthrough programs that really work Chet Meisner |
| title_short | The complete guide to direct marketing |
| title_sort | the complete guide to direct marketing creating breakthrough programs that really work |
| title_sub | creating breakthrough programs that really work |
| topic | Direct marketing Direktmarketing (DE-588)4012421-6 gnd |
| topic_facet | Direct marketing Direktmarketing |
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