Direct Marketing Management (2nd Edition)

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9780130804341: Direct Marketing Management (2nd Edition)
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Written by a marketer/decision scientist team, this book explores all aspects of the discipline of direct marketing management --with a focus throughout on the best state-of-the-art practices and supporting research and theory. Covers: Databased Direct Marketing; Planning and Executing Direct Marketing Programs; Offer Planning and Positioning; Mailing Lists: Processing and Selection; List Segmentation; Creative Strategy and Execution; Fulfillment and Customer Service; Developing the Customer Database; Profitability and Lifetime Value; Testing Direct Marketing Programs; Business-to-Business Direct Marketing; Direct Mail Campaigns; Catalog Marketing; Telephone Marketing; Direct Response in Print Media; Direct Response in Broadcast Media; and The Interactive Media. For Direct Marketing and Marketing Communications professionals.

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From the Publisher:

An introduction to management approaches and analytical techniques for developing, executing, and evaluating direct marketing programs.

About the Author:

Mary Lou Roberts has been a tenured professor of marketing at the University of Massachusetts and held a number of administrative positions there including Director of Development. She currently teaches Internet Marketing to a global cadre of students at the Harvard University Extension School. Her Ph.D. in marketing is from the University of Michigan. She is senior author of Direct Marketing Management, 2e, available on her website www.marylouroberts.info. She has published extensively in marketing journals in the U.S. and Europe. Dr. Roberts is a frequent presenter on programs of both professional and academic marketing organizations, and has consulted and provided planning services and management training programs for a wide variety of corporations and non-profit organizations. She has been an active member of many professional organizations and has served on a number of their boards.

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Other Popular Editions of the Same Title

9780132147842: Direct Marketing Management

Featured Edition

ISBN 10:  013214784X ISBN 13:  9780132147842
Publisher: Pearson College Div, 1989
Hardcover

9780130831934: Direct Marketing Management

Prenti..., 1999
Softcover

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Mary Lou Roberts; Paul D. Berger
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