Verfügbarkeit: Successful direct marketing methods

Successful direct marketing methods: interactive, database, and customer-based marketing for digital age

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Bibliographische Detailangaben
Hauptverfasser:	Stone, Bob (VerfasserIn), Jacobs, Ron (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	New York [u.a.] McGraw-Hill 2008
Ausgabe:	8th ed.
Schlagworte:	Direct marketing Methode Direktmarketing
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	Includes index.
Beschreibung:	xxviii, 663 p. ill. 25 cm
ISBN:	9780071458290 0071458298

Internformat

MARC


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Datensatz im Suchindex

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adam_text	CONTENTS About the Authors xv Foreword xix Preface xxiii Acknowledgments xxvii SECTION ONE Direct Marketing Essentials ι CHAPTER 1 The Scope of Direct Marketing 3 Economic Impact of Direct Marketing 4 Direct Marketing Defined 4 The Basics of Direct Marketing 5 One-to-One and Customer Relationship Marketing 10 Behavior, Context, and Observation 11 Integrated Communications 12 Too Much of a Good Thing 14 Case Study: M&M s® Valentine s Day Campaign 15 Pilot Project 17 Key Points 18 CHAPTER 2 Business, Strategic, and Direct Marketing Planning 19 Three Key Strategic Questions 20 The Strategic Business Plan 21 The Strategic Plan 26 The Multichannel Direct Marketing Plan 31 The Message Strategy Plan 36 Case Study: Ameritrade Last Market Hour 30 Pilot Project 41 Key Points 41 CHAPTER 3 The Impact of Databases 43 What Is a Database? 45 Sources of Information 46 Database Marketing and Customer Relationships 5° Customer Relationships and Lifetime Value (LTV) 51 Accessing Data Through Data Warehouses 52 and Data Marts Using Data Mining to Make Decisions 53 Taking Your Database Global 56 Privacy Rules and Regulations 56 Case Study: China Post: Building a National Database 58 Pilot Project 60 Key Points 60 CHAPTER 4 Consumer and Business Mailing Lists 63 Mailing List Basics 64 Types of Mailing Lists 65 Profiling 70 List Selection Guidelines 74 Renting Mailing Lists 74 Evaluating Mailing Lists 75 Output Media Formats 79 List Hygiene 80 Prospect Databases 83 Privacy 84 The Last Word on Lists 85 Case Study: International Truck List 86 Procurement All Family Promotion Pilot Project 89 Key Points 89 CHAPTER 5 The Offer 91 Objectives Guide the Offer 91 Product/Service Is Key Element of the Offer 92 Incentives 93 Guarantees 93 Selling Direct 93 Selecting Response Channels 96 An In-Depth Look at Unique Offers 97 Merchandising the Offer 97 Short- and Long-Term Effects of Offers 105 Terms of Payment 105 Sweepstakes 106 Hard Offers vs. Soft Offers 108 Danger of Overkill 108 Terms and Conditions 109 Special Categories no Case Study: American Marketing Association in Tests Membership Offers Pilot Project 114 Key Points 114 CHAPTER 6 Building Customer Relationships 115 What is Customer-Centric ? 115 Focus on Customer Equity 116 Profitability, Retention Measures of Customer Equity 117 The Nature of Loyalty and Satisfaction 117 Segmenting for Loyalty 118 Managing Customer Lifecycles 119 The Role of Customer Relationship Management 121 Loyalty and Frequency Programs 124 Customer Experience Management 125 Customer Performance Management 127 Marketing Dashboard 129 Customer Scorecards 130 The Net Promoter Score 132 Win-Back: Too Little, Too Late 134 Case Study: Guinness Relationship Marketing 138 Pilot Project 142 Key Points 143 CHAPTER 7 Implementing Global Direct Marketing Campaigns 145 The Growth of International Markets 146 Multinational Direct Marketing Models 150 Challenges of Global Direct Marketing 152 The Multichannel Direct Marketing Value Chain 158 Creating the Business Case 159 Preparing the Direct Marketing Message 160 The Role of the Post Office 160 International Database, Name and Address Issues 163 viii CONTENTS Evaluating Global Mailing Lists 164 Producing Direct Marketing 167 Conclusion 168 Case Study: Saishunkan Pharmaceutical 168 Company: An Asian Direct Marketing Success Pilot Project 170 Key Points 171 CHAPTER 8 Business-to-Business Direct Marketing 173 Value-Added Direct Marketing 175 Listening to the Customer s Voice 176 Contact Channels and Communication Strategies 179 Building the Customer Center 184 Meeting the Challenges of Our Decade 190 Case Study: National Restaurant Association 192 Educational Foundation (NRAEF) ServSafe Third Edition Launch Pilot Project 196 Key Points 196 CHAPTER 9 Marketing to Business with Lead Generation 199 Today s Sales Force: People or Process 200 Sales Coverage Models 200 Planning Successful Lead-Generation Programs 201 Other Ingredients of an Effective Lead-Management 205 System Understanding the Art of Communications 207 Adjusting Quality and Quantity of Leads 208 Capacity Planning 208 Lead-Flow Monitoring and Contingency Planning 209 Lead Classification and Scoring 212 Inquiry Processing Cost Analysis 215 Tracking and Results Reporting 216 Decision Support Tools 217 Case Study: Federal Reserve FedACH 221 Information Services Pilot Project 225 Key Points 225 CONTENTS lx SECTION TWO Media of Direct Marketing 227 CHAPTER 10 Magazines 229 Testing Regional Editions 233 Pilot Publications 236 Bind-In Insert Cards 236 Reader Service Cards 239 Magazine Advertising Response Pattern 239 Timing and Frequency 240 Determining Proper Ad Size 242 Four-Color, Two-Color, Black-and-White 243 The Position Factor 244 How to Buy Direct Response Space 245 Case Study: American Express AeroplanPlus 246 Platinum Card Drive Pilot Project 250 Key Points 250 CHAPTER 11 Newspapers 253 Free-Standing Inserts 256 Syndicated Newspaper Supplements 257 Local Newspaper Magazines 261 Comics as a Direct Marketing Medium 261 Developing a Newspaper Test Program 263 The Position Factor 265 Color versus Black-and-White 265 Case Study: Estadão Brazilian Newspaper 267 Pilot Project 270 Key Points 270 CHAPTER 12 TV/Radio 271 Direct Response Television 271 Broadcast Applications 271 Infomercials 272 TV in the Current Future 276 Radio 277 DVDs 279 Basic Broadcast Concepts 279 Buying Time 280 CONTENTS Creating for Direct Response TV 284 Creating for Radio 286 TV in the Multimedia Mix 288 Case Study: LendingTree DRTV Campaign 29З Pilot Project 295 Key Points 295 CHAPTER 13 Insert and Co-op Media 297 Getting Co-ops Read 298 Direct Mail Consumer Co-ops 298 Newspaper Inserts and Free-Standing Inserts 299 Card Decks 302 Online Coupon Distribution 302 Package Insert Programs 302 Statement Insert Programs 304 Customer Mailing Ride-Alongs 305 Co-op Testing Rules 306 Insert and Co-op Media Buying 306 Case Study: The OfficeMax Mini-Catalog 307 Pilot Project 310 Key Points 310 CHAPTER 14 Telemarketing/Teleservices 3 The Breadth of Telemarketing 311 Teleservice Applications 312 Inbound Teleservices 34 Outbound Teleservices 316 Hiring: The Lifeblood of the Call Center 320 Scripting 322 The Mathematics of Telemarketing 323 Telephone Sales Rules and the Do Not Call Registry 327 Advantages and Disadvantages of 328 Telemarketing/Teleservices Case Study: CMA Ontario Telemarketing 331 Campaigns Pilot Project 333 Key Points 333 CONTENTS SECTION THREE Internet Direct Marketing 335 CHAPTER 15 Overview of Internet Direct Marketing 337 Internet Applications 338 Empowered and Engaged Users 339 Privacy and Security — Important Concerns 340 Direct Marketing and the Internet: A Perfect Marriage 340 Online Business Models 344 Social Networking 346 RSS Feeds 347 Search Engine Marketing 34y A New Frontier: Wireless Internet Applications 357 Case Study: Purina Friskies Milkoholics 358 Pilot Project 361 Key Points 362 CHAPTER 16 E-Communications 363 Growth of E-Communications 363 Using E-Communications to Build Customer Perceptions 364 Banner Ads and Other Formats 365 Banner Ad Success Borrows from Direct Response 371 Planning Banner Ad Campaign Objectives 372 Media Planning and Testing 372 Using E-Mail in Internet Direct Marketing 375 Creating E-Mail Campaigns 378 Managing Unsolicited Commercial E-Mail 382 The Last Word on E-Mail 383 Case Study: DealerADvantage e-Newsletter from Cars.com 384 Pilot Project 387 Key Points 387 CHAPTER 17 E-Commerce 389 Consumer E-Commerce Growth 389 Infomediaries 391 Procurement 392 Channel Conflicts Exist 392 Redesigning Customer Business Processes for E-Commerce 392 The Buyer/Seller Model 396 xii CONTENTS E-Care: The Care and Feeding of Online Customers 403 Case Study: Netflix.com: There s a Movie Waiting for You 406 Pilot Project 407 Key Points 408 SECTION FOUR Managfing the Creative Process 409 CHAPTER 18 Creating Direct Mail Packages 411 Consumer Perceptions of Direct Mail 411 Postage 413 Elements of the Direct Mail Package 413 Case Study: The Use of Direct Mail in Fund-raising 418 Evaluating Direct Response Advertising Copy 43 3 Eleven Guidelines to Good Copy 434 Writing Letters to Formula 436 Direct Mail Production 441 The Deceptive Mail Prevention and Enforcement 443 Act of 1999 The Last Word on Direct Mail Creative 445 Case Study: BlueCross BlueShield Shades of 446 Blue Direct Mailing Pilot Project 447 Key Points 447 CHAPTER 19 Creating and Managing Catalogs 449 Core Competency #1: Merchandising 450 Core Competency #2: Positioning the Catalog 456 Core Competencies #3 and #4: New Customer 459 Acquisition and Customer List Communication Core Competency #5: Creative Execution 464 Core Competency #6: Catalog Fulfillment 467 Core Competency #7: Catalog Database Strategies 467 Core Competency #8: Analysis — the Numbers Side of 468 Cataloging Cataloging and the Internet 468 Three Factors of Online Success 469 The Future of Cataloging 473 Case Study: J Jill: Insights into a Multichannel Retailer 481 CONTENTS Pilot Project 483 Key Points 483 CHAPTER 20 Creating Print Advertising 485 Visualizing the Prospect 485 Writing the Headline 488 Selecting Advantages and Benefits 490 Classic Copy Structure 492 Other Ways to Structure Copy 493 Establishing the Uniqueness of Your Product or Service 496 Case Study: The British American Drama Academy 499 Lead/Prospect Campaign Pilot Project 503 Key Points 504 xiii SECTION FIVE Marketing Intelligence 505 CHAPTER 21 Modeling for Business Decision Support 507 The Purpose of Modeling: Looking Back in Order 508 to Look Ahead Customer and Prospect Modeling 509 Defining the Variables 509 Useful Modeling Techniques 514 Modeling: Expensive, Essential, and Not for 516 Statisticians Only Case Study: Benefiting from Predictive Modeling with 518 Databases Pilot Project 522 Key Points 523 CHAPTER 22 Mathematics of Direct Marketing 525 Single Transaction Costs and Contribution to 526 Marketing Costs and Profit Key Performance Indicators 531 Setting the Marketing Investment 531 Continuous Revenue Relationships 535 Inquiry Conversion Programs 536 Engineering a Direct Marketing Business 537 xiv CONTENTS Case Study: The Dressing Under Duress Society or DUDS Pilot Project 539 Key Point 541 CHAPTER 23 Innovation Through Creativity and Testing 543 Creativity and Being Creative 544 Brainstorming 544 Creative Stimulators 546 Test the Big Things 553 How to Test Print Advertising 557 Testing Hypotheses in Print Ads 559 Testing Online 559 Multivariable Testing 560 Creativity and Testing, Not Creativity Versus Testing 561 Case Study: Direct Mail Subscriptions Tests 561 Pilot Project 570 Key Points 570 CHAPTER 24 Research for Direct Marketers 573 Online Research 574 Research and Testing: A Complementary Process 574 Testing and the Total Marketing Research Process 576 Primary and Secondary Research 579 Direct Marketing Research for Consumer Products 580 Using Attitudinal Research to Profile Target Audiences 583 and Product Categories Using Attitudinal Research for Customer Segmentation 586 Research for Business-to-Business Applications 593 Primary Research for Marketing and Creative 595 Development The Future of Research in Direct Marketing 599 Case Study: Sensory Logic 600 Pilot Project 605 Key Points 606 GLOSSARY 607 INDEX 649
any_adam_object	1
author	Stone, Bob Jacobs, Ron
author_facet	Stone, Bob Jacobs, Ron
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ctrlnum	(OCoLC)76797920 (DE-599)BSZ276038657
dewey-full	658.8/72
dewey-hundreds	600 - Technology (Applied sciences)
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dewey-raw	658.8/72
dewey-search	658.8/72
dewey-sort	3658.8 272
dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
edition	8th ed.
format	Book
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spelling	Stone, Bob Verfasser aut Successful direct marketing methods interactive, database, and customer-based marketing for digital age Bob Stone and Ron Jacobs 8th ed. New York [u.a.] McGraw-Hill 2008 xxviii, 663 p. ill. 25 cm txt rdacontent n rdamedia nc rdacarrier Includes index. Direct marketing Methode (DE-588)4038971-6 gnd rswk-swf Direktmarketing (DE-588)4012421-6 gnd rswk-swf Direktmarketing (DE-588)4012421-6 s Methode (DE-588)4038971-6 s 1\p DE-604 Jacobs, Ron Verfasser aut Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017002927&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
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subject_GND	(DE-588)4038971-6 (DE-588)4012421-6
title	Successful direct marketing methods interactive, database, and customer-based marketing for digital age
title_auth	Successful direct marketing methods interactive, database, and customer-based marketing for digital age
title_exact_search	Successful direct marketing methods interactive, database, and customer-based marketing for digital age
title_full	Successful direct marketing methods interactive, database, and customer-based marketing for digital age Bob Stone and Ron Jacobs
title_fullStr	Successful direct marketing methods interactive, database, and customer-based marketing for digital age Bob Stone and Ron Jacobs
title_full_unstemmed	Successful direct marketing methods interactive, database, and customer-based marketing for digital age Bob Stone and Ron Jacobs
title_short	Successful direct marketing methods
title_sort	successful direct marketing methods interactive database and customer based marketing for digital age
title_sub	interactive, database, and customer-based marketing for digital age
topic	Direct marketing Methode (DE-588)4038971-6 gnd Direktmarketing (DE-588)4012421-6 gnd
topic_facet	Direct marketing Methode Direktmarketing
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017002927&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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