This work attempts to set the record straight regarding common misconceptions, while highlighting current practices. Contributors advise that many issues must be considered when developing an effective direct marketing strategy, e.g., competitive analysis, information management, media and channel selection, brand loyalty creation, and results measurement. It is important to know one's competitors and be ready to fight at all times. They discuss the necessity of having a well-developed database, which affords greater insight into one's customers and allows for the development of more creative marketing strategies. Direct channels permit easier access to customers, regardless of organizational size. Using fulfillment programs and providing exceptional service enhance customer retention. Finally, the volume addresses the issue of measurement, which furnishes a wealth of valuable information useful in pinpointing performance expectations for new direct marketing programs. A useful resource for students, faculty, and professionals seeking a solid handbook. Recommended. Upper-division undergraduate through professional collections.
CONTENTS
Illustrations
Chapter 1: What Is Direct Marketing?
Chapter 2: Customer Analysis: The Right Behaviors
Chapter 3: Environmental Analysis: Identifying Internal
Chapter 4: Competitor Analysis: Assessing Competitive Formats and Advantages
Chapter 5: Data Mining and Profiling: The Right Information
Chapter 6: Target Marketing
Chapter 7: Differentiating and Positioning: Formulating and Implementing the Right Strategies
Chapter 8: Unique Value Proposition: Developing and Implementing the Right Offer
Chapter 9: Creative Marketing Communications: Creating and Delivering the Right Message
Chapter 10: Direct Marketing Channels: Selecting and Employing the Right Media
Chapter 11: Fulfillment and Service: Meeting and Exceeding the Customer’s Expectations
Chapter 12: Measurement and Assessment: Analyzing and Interpreting Performance Results
Chapter 13: Adaptation and Innovation: Modifying and Changing Direct Marketing Processes
Chapter 14: Ethics and Professionalism
Notes
Index
About the Editors and Contributors
About the Taylor Institute

Páginas : 232
Peso : 2mb.
Formato : PDF.
Edición : Primera
Año de Publicación :2006
ISBN : 978-0275992231
Editorial : Praeger
Autor: Andrew R. Thomas, Dale M. Lewison
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