Direct marketing in action
Subtitle: cutting-edge strategies for finding and keeping the best customers
By: edited by Andrew R. Thomas ... [et al.]
Contributors: Thomas, Andrew R
Publisher: Praeger Publishers
Published: 2007
Place of publication: Westport, Conn
Language: eng
Number of pages: 218
ISBN-13: 9780275992231
Subjects: Direct marketing; Target marketing; Marketing -- Management; Consumer behavior
Notes: Includes bibliographical references (p. [195]-199) and index
Table of contents: title: What is direct marketing? / Andrew R. Thomas and Karen Nelsen; title: Customer analysis : the right behaviors / Deborah L. Owens and William J. Hauser; title: Environmental analysis : identifying internal capabilities and external opportunities / Dan Rose; title: Competitor analysis : assessing competitive formats and strategies / Linda M. Foley; title: Data mining and profiling : the right information / Annemarie Scarisbrick-Hauser; title: Target marketing / Deborah L. Owens and Cathy L. Martin; title: Differentiating and positioning : formulating and implementing the right strategies / Dale M. Lewison; title: Unique value proposition : developing and implementing the right offer / Dale M. Lewison and Mark Collins; title: Creative marketing communications : creating and delivering the right message / William J. Hauser; title: Direct marketing channels : selecting and employing the right media / Bruce D. Keillor; title: Fulfillment and service : meeting and exceeding the customer's expectations / Ann Daher Fleming and Linda M. Foley; title: Measurement and assessment : analyzing and interpreting performance results / Ann Daher Fleming and Linda M. Foley; title: Adaptation and innovation / Linda M. Foley; title: Ethics and professionalism / Steven Brubaker and Timothy J. Wilkinson