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Direct marketing: an integrated approach

This is a text with cases appropriate for a course called database marketing or direct marketing.

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The author’s own case analysis software titled THE DIRECT MARKETING STRATEGY SYSTEM will also be packaged with every copy of the text.

This text makes great use of the information published in business-to-business periodicals and draws on current texts in direct marketing, marketing strategy and marketing management.

It also relies on the author’s extensive business knowledge, teaching experience and publication experience in direct marketing.

10 cases on hot companies; i.e., Home Shopping Network, Victoria's Secret, and Avon.

The appendices include sections on case analysis and the software manual.


CHAPTER 1. Introduction to Direct Marketing

CHAPTER 2. Direct Marketing Strategies

CHAPTER 3. Segmentation and Target Marketing

CHAPTER 4. Direct Marketing and Technology

CHAPTER 5. Database Marketing

CHAPTER 6. List Selection and Management

CHAPTER 7. Positioning and Offer Planning

CHAPTER 8. Creative Strategy and Execution

CHAPTER 9. Direct-Mail Marketing

CHAPTER 10. Catalog Marketing

CHAPTER 11. Telemarketing

CHAPTER 12. Direct Response Television

CHAPTER 13. Direct Response Radio

CHAPTER 14. Direct Response Print

CHAPTER 15. Business-to-Business Direct Marketing

CHAPTER 16. Direct Marketing Decision Support Tools

CHAPTER 17. Direct Marketing Profitability

CHAPTER 18. The Fulfillment Process

CHAPTER 19. The Future of Direct Marketing


1. Avon Products

2. Barney and Friends

3. Deal-A-Meal USA

4. Dell Computer

5. Dial-A-Mattress

6. Fidelity Investments

7. The Franklin Mint

8. Home Shopping Network

9. ID Software

10. NordicTrack

To order this book click on the link below


ISBN Number: 0071159517 

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