Response: the complete guide to profitable direct marketing
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford
Oxford University Press
2002
|
| Ausgabe: | Rev. and expanded ed. |
| Schlagworte: | |
| Online-Zugang: | Publisher description Contributor biographical information Inhaltsverzeichnis |
| Beschreibung: | Includes index. |
| Beschreibung: | xxi, 360 p. ill. 25 cm |
| ISBN: | 9780195158694 0195158695 |
Internformat
MARC
| LEADER | 00000nam a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV035196524 | ||
| 003 | DE-604 | ||
| 005 | 20090119 | ||
| 007 | t | ||
| 008 | 081204s2002 xxka||| |||| 00||| eng d | ||
| 016 | 7 | |a LO 2002006543 |2 DE-101 | |
| 020 | |a 9780195158694 |9 978-0-19-515869-4 | ||
| 020 | |a 0195158695 |c cloth : alk. paper |9 0-19-515869-5 | ||
| 035 | |a (OCoLC)49679695 | ||
| 035 | |a (DE-599)DNB 2002006543 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 044 | |a xxk |c GB | ||
| 049 | |a DE-703 | ||
| 050 | 0 | |a HF5415.126 | |
| 082 | 0 | |a 658.8/4 | |
| 084 | |a QP 621 |0 (DE-625)141912: |2 rvk | ||
| 100 | 1 | |a Geller, Lois K. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Response |b the complete guide to profitable direct marketing |c Lois K. Geller |
| 250 | |a Rev. and expanded ed. | ||
| 264 | 1 | |a Oxford |b Oxford University Press |c 2002 | |
| 300 | |a xxi, 360 p. |b ill. |c 25 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes index. | ||
| 650 | 4 | |a Direct marketing | |
| 650 | 0 | 7 | |a Direktmarketing |0 (DE-588)4012421-6 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Direktmarketing |0 (DE-588)4012421-6 |D s |
| 689 | 0 | |5 DE-604 | |
| 856 | 4 | |u http://www.loc.gov/catdir/enhancements/fy0612/2002006543-d.html |3 Publisher description | |
| 856 | 4 | |u http://www.loc.gov/catdir/enhancements/fy0725/2002006543-b.html |3 Contributor biographical information | |
| 856 | 4 | 2 | |m Digitalisierung UB Bayreuth |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017003035&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-017003035 | ||
Datensatz im Suchindex
| _version_ | 1804138447213953024 |
|---|---|
| adam_text | Contents
Foreword
xiii
Acknowledgements
xv
Special Acknowledgement
xvii
Introduction
xix
1.
How I Got Started
1
Thank My Lucky Stars Catch the Luck Yourself
2.
Why Go Direct?
4
The Advantages of Direct Marketing Dispelling Direct Marketing Myths
A Direct Marketing Success Story And the Survey Says.
..
The
$200
Hot Buyer Incentive Adapt the Concepts to Fit Your Business Choosing
a Product to Sell The Small-Firm Advantage Play Up Your Personality
The DM Questionnaire
3.
Elements of an Effective Offer
27
What Makes a Good Offer Offer Options Testing: The Ultimate Opin¬
ion Poll Checklist
4.
Identifying Your Customers
44
Compiled Lists Direct Response Lists How to Choose a List Creative
List Planning Using a List Broker List Maintenance and Computer Service
Bureaus Target Your Ideal Prospects with Database Marketing Prioritize
Your List with RFM When Your Business Grows.
.
.Consider a Database,
Think CRM Checklist
ix
X
CONTENTS
5. Creative
Techniques
for Successful Direct Mail Packages
63
The Direct Mail Advantage The Outer Envelope Envelope Success
Stories The Letter Six Strategies for Winning Copy More Winning
Words Typography and Design Letter Success Stories The Brochure
The Order Form Order Form Success Story The
Ви
finess
Reply Enve
-
lope Keep Your Printing Costs in Mind Seasonality Checklist
6.
Distinctive Direct Response Advertising
104
Setting Clear Objectives Location, Location, Location Working Within
Your Budget How to Make Your Ad Stand Out From the Crowd The Copy
Get the Most for Your Advertising Dollars Broadcast Media Checklist
7.
Catalog Connections
128
A Tool for Serious Marketers The Catalog Boom Make a Statement
with Your Catalog Develop a Catalog Plan What Goes Where Pricing
the Catalog What s the Good Word? Writing Effective Copy Capture
your Readers Attention with Snappy Headlines! Catalog Art Make it
Easy to Order Your Online Catalog Checklist
8.
Fulfilling Orders and Expectations
157
Who s Fulfilling What? PrefulfiUment Essentials The First Step: Order
Entry Sending Out the Goods Using Outside Services Shipping De¬
lays and the Mail Order Rule Regulations on Selling Through the Mail
Checklist
9.
Costs and Mail Order Math
176
Determine your Promotion Costs Finding the Break-Even Point How
to Calculate the Break-Even Point for a Direct Response Ad Analyzing
Catalog Sales Analyzing List Results Checklist
10.
Planning Your Campaign
193
Background Objectives Strategy Tactics Ballpark Estimates Contin¬
gency Plans Timetable A Sample Marketing Plan Use Your Marketing
Plan as a Reference Guide Checklist
11.
Loyalty Programs: Frequent Flyers, Frequent Buyers
207
High-Quality Products Extraordinary Customer Service Ongoing Com¬
munication Calculating Long-Term Value Staying in for the Long Haul
CONTENTS xi
Keep It Fresh and Fun Other Loyalty Program Success Stories Part¬
nership Programs Checklist
12.
Direct Marketing for Big Business
231
Big-Business Advantages The Challenges Big Businesses Face Finding
Solutions Big-Business Success Stories Checklist
13.
Direct Marketing for Small to Midsize Businesses
244
One Case Study: Smart Research
=
Small-Business Success The Top
Ten List: Secrets to Small-Business Success Keep Your Vision in Mind
Checklist
14.
Relationship Building in the 21st Century: The Internet and
Beyond
255
Building Relationships One at a Time
/
Back to the Future: Servicing and
Caring for Customers
/
Loyalty Programs: The Mom and Pop of the 21st
Century
/ Aftermarket
Selling
/
The Internet
/
Web Site Basics: The Virtual
Storefront
/
Keep It Simple
/
Online Branding
/
Interactivity
/
Developing a
Great Site.
.
.Over Time
/
Caring for Customers Online
/
Creating Traffic
/
Privacy and Security
/
Email Marketing
/
Keep Em Coming Back
/
Making
the Most of Opportunities and Customer Relationships: Conversations with
a Profit-Driven Internet Entrepreneur
/
Look Forward
... /
Checklist
15.
Direct Marketing Around the World
289
Regions of Opportunity: Canada, England, Ireland and Germany Eu¬
rope Japan China Southeast Asia Australia Latin America and
Mexico The Mechanics of Overseas Campaigns Checklist
16.
The Successful Marketer
314
Feasting on Direct Marketing Success Characteristics of Success You
Are Not Alone
...
Glossary
331
Appendix: Direct Marketing Resource Directory
341
Index
351
|
| any_adam_object | 1 |
| author | Geller, Lois K. |
| author_facet | Geller, Lois K. |
| author_role | aut |
| author_sort | Geller, Lois K. |
| author_variant | l k g lk lkg |
| building | Verbundindex |
| bvnumber | BV035196524 |
| 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)49679695 (DE-599)DNB 2002006543 |
| 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 | Rev. and expanded ed. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01682nam a2200433zc 4500</leader><controlfield tag="001">BV035196524</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20090119 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">081204s2002 xxka||| |||| 00||| eng d</controlfield><datafield tag="016" ind1="7" ind2=" "><subfield code="a">LO 2002006543</subfield><subfield code="2">DE-101</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780195158694</subfield><subfield code="9">978-0-19-515869-4</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0195158695</subfield><subfield code="c">cloth : alk. paper</subfield><subfield code="9">0-19-515869-5</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)49679695</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)DNB 2002006543</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxk</subfield><subfield code="c">GB</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-703</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></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">Geller, Lois K.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Response</subfield><subfield code="b">the complete guide to profitable direct marketing</subfield><subfield code="c">Lois K. Geller</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">Rev. and expanded ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Oxford</subfield><subfield code="b">Oxford University Press</subfield><subfield code="c">2002</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">xxi, 360 p.</subfield><subfield code="b">ill.</subfield><subfield code="c">25 cm</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="500" ind1=" " ind2=" "><subfield code="a">Includes index.</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Direct 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="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=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="856" ind1="4" ind2=" "><subfield code="u">http://www.loc.gov/catdir/enhancements/fy0612/2002006543-d.html</subfield><subfield code="3">Publisher description</subfield></datafield><datafield tag="856" ind1="4" ind2=" "><subfield code="u">http://www.loc.gov/catdir/enhancements/fy0725/2002006543-b.html</subfield><subfield code="3">Contributor biographical information</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">Digitalisierung UB Bayreuth</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=017003035&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:BVB01-017003035</subfield></datafield></record></collection> |
| id | DE-604.BV035196524 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:28:20Z |
| institution | BVB |
| isbn | 9780195158694 0195158695 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017003035 |
| oclc_num | 49679695 |
| open_access_boolean | |
| owner | DE-703 |
| owner_facet | DE-703 |
| physical | xxi, 360 p. ill. 25 cm |
| publishDate | 2002 |
| publishDateSearch | 2002 |
| publishDateSort | 2002 |
| publisher | Oxford University Press |
| record_format | marc |
| spelling | Geller, Lois K. Verfasser aut Response the complete guide to profitable direct marketing Lois K. Geller Rev. and expanded ed. Oxford Oxford University Press 2002 xxi, 360 p. ill. 25 cm txt rdacontent n rdamedia nc rdacarrier Includes index. Direct marketing Direktmarketing (DE-588)4012421-6 gnd rswk-swf Direktmarketing (DE-588)4012421-6 s DE-604 http://www.loc.gov/catdir/enhancements/fy0612/2002006543-d.html Publisher description http://www.loc.gov/catdir/enhancements/fy0725/2002006543-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=017003035&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Geller, Lois K. Response the complete guide to profitable direct marketing Direct marketing Direktmarketing (DE-588)4012421-6 gnd |
| subject_GND | (DE-588)4012421-6 |
| title | Response the complete guide to profitable direct marketing |
| title_auth | Response the complete guide to profitable direct marketing |
| title_exact_search | Response the complete guide to profitable direct marketing |
| title_full | Response the complete guide to profitable direct marketing Lois K. Geller |
| title_fullStr | Response the complete guide to profitable direct marketing Lois K. Geller |
| title_full_unstemmed | Response the complete guide to profitable direct marketing Lois K. Geller |
| title_short | Response |
| title_sort | response the complete guide to profitable direct marketing |
| title_sub | the complete guide to profitable direct marketing |
| topic | Direct marketing Direktmarketing (DE-588)4012421-6 gnd |
| topic_facet | Direct marketing Direktmarketing |
| url | http://www.loc.gov/catdir/enhancements/fy0612/2002006543-d.html http://www.loc.gov/catdir/enhancements/fy0725/2002006543-b.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017003035&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT gellerloisk responsethecompleteguidetoprofitabledirectmarketing |