Artículos relacionados a Direct Marketing in Action: Cutting-Edge Strategies...
Direct Marketing in Action: Cutting-Edge Strategies for Finding and Keeping the Best Customers - Tapa dura
Sinopsis
Book by None
"Sinopsis" puede pertenecer a otra edición de este libro.
Críticas
"Direct marketing is a customer-driven approach that employs focused, targeted communication. Written by a team of specialists from the business and academic worlds, this text dispels a number of common myths about direct marketing and describes twelve steps for developing a successful strategy. Ethical and professional issues are also addressed." - Reference & Research Book News "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." - Choice
Reseña del editor
In a marketplace increasingly defined by customer categories with high expectations for service, quality, and responsiveness, companies are discovering that traditional mass marketing approaches are giving way to more targeted approaches that communicate directly with their customers. But to many consumers, direct marketing has a bad reputation, associated with intrusive door-to-door salesmen, dinnertime phone solicitations, junk mail, and, most recently, e-mail spam. In Direct Marketing in Action, a team of experts in the field dispels common myths and misconceptions about direct marketing and showcases the most current practices, principles, and techniques. The authors cover the full range of issues that must be considered in developing an effective direct marketing strategy, including competitive analysis, information and data management, media and channel selection, building brand loyalty, and measuring the results of campaigns. Bridging the gap between research and practice, clearly defining terms and concepts, and featuring numerous examples, Direct Marketing in Action will serve as an essential handbook for marketers and a comprehensive overview for students, teachers, and researchers. From the dentist who sends check-up reminders to his patients to the hotel chain that customizes room amenities based on their guests' profiles, direct marketing is infused with the idea that the best allocation of our marketing dollar is one that focuses on and communicates with our particular micro market-and reinforces the distinctive benefits that we provide to those customers. In Direct Marketing in Action the authors cover the full range of issues that must be considered in developing an effective direct marketing strategy, including competitive analysis, information and data management, media and channel selection, building brand loyalty, and measuring the results of campaigns. Bridging the gap between research and practice, clearly defining terms and concepts, featuring numerous examples, and presented in a format that can be read cover-to-cover or in modular fashion, Direct Marketing in Action will serve as an essential handbook for marketers and a comprehensive overview for students, teachers, and researchers.
"Sobre este título" puede pertenecer a otra edición de este libro.
- EditorialPraeger
- Año de publicación2006
- ISBN 10 0275992233
- ISBN 13 9780275992231
- EncuadernaciónTapa dura
- IdiomaInglés
- Número de páginas234
- EditorThomas Andrew, Lewison Dale, Hauser William
Comprar nuevo
Ver este artículo
EUR 70,51
EUR 3,53 gastos de envío en Estados Unidos de America
Destinos, gastos y plazos de envíoResultados de la búsqueda para Direct Marketing in Action: Cutting-Edge Strategies...
Imagen de archivo
Direct Marketing in Action : Cutting-Edge Strategies for Finding and Keeping the Best Customers
Publicado por
Bloomsbury Publishing USA, 2006
ISBN 10: 0275992233
ISBN 13: 9780275992231
Antiguo o usado
Tapa dura
Librería: Better World Books, Mishawaka, IN, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Condición: Good. Former library book; may include library markings. Used book that is in clean, average condition without any missing pages. Nº de ref. del artículo: 370907-6
Cantidad disponible: 1 disponibles
Imagen de archivo
Direct Marketing in Action: Cutting-Edge Strategies for Finding and Keeping the Best Customers
Librería: ThriftBooks-Dallas, Dallas, TX, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Hardcover. Condición: Good. No Jacket. Former library book; Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less 1.15. Nº de ref. del artículo: G0275992233I3N10
Cantidad disponible: 1 disponibles
Imagen de archivo
Direct Marketing in Action : Cutting-Edge Strategies for Finding and Keeping the Best Customers
Publicado por
Bloomsbury Publishing USA, 2006
ISBN 10: 0275992233
ISBN 13: 9780275992231
Antiguo o usado
Tapa dura
Librería: Better World Books Ltd, Dunfermline, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
Condición: Very Good. Ships from the UK. Former library book; may include library markings. Used book that is in excellent condition. May show signs of wear or have minor defects. Nº de ref. del artículo: 12366177-20
Gastos de envío:
EUR 9,40
De Reino Unido a Estados Unidos de America
Destinos, gastos y plazos de envío
Cantidad disponible: 1 disponibles
Imagen de archivo
Direct Marketing in Action: Cutting-Edge Strategies for Finding and Keeping the Best Customers
Librería: Mispah books, Redhill, SURRE, Reino Unido
Calificación del vendedor: 4 de 5 estrellas
Hardcover. Condición: Like New. Like New. book. Nº de ref. del artículo: ERICA79002759922336
Gastos de envío:
EUR 29,37
De Reino Unido a Estados Unidos de America
Destinos, gastos y plazos de envío
Cantidad disponible: 1 disponibles
Imagen de archivo
Direct Marketing in Action: Cutting-Edge Strategies for Finding and Keeping the Best Customers
Librería: Lucky's Textbooks, Dallas, TX, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Condición: New. Nº de ref. del artículo: ABLIING23Feb2215580091967
Cantidad disponible: Más de 20 disponibles
Imagen de archivo
Direct Marketing in Action
Publicado por
Bloomsbury Publishing PLC, 2006
ISBN 10: 0275992233
ISBN 13: 9780275992231
Nuevo
Tapa dura
Librería: PBShop.store US, Wood Dale, IL, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
HRD. Condición: New. New Book. Shipped from UK. THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Nº de ref. del artículo: L1-9780275992231
Cantidad disponible: Más de 20 disponibles
Imagen de archivo
Direct Marketing in Action
Publicado por
Bloomsbury Publishing PLC, 2006
ISBN 10: 0275992233
ISBN 13: 9780275992231
Nuevo
Tapa dura
Librería: PBShop.store UK, Fairford, GLOS, Reino Unido
Calificación del vendedor: 4 de 5 estrellas
HRD. Condición: New. New Book. Delivered from our UK warehouse in 4 to 14 business days. THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Nº de ref. del artículo: L1-9780275992231
Gastos de envío:
EUR 5,90
De Reino Unido a Estados Unidos de America
Destinos, gastos y plazos de envío
Cantidad disponible: Más de 20 disponibles
Imagen de archivo
Direct Marketing in Action (Hardcover)
Publicado por
Bloomsbury Publishing Plc, Westport, 2006
ISBN 10: 0275992233
ISBN 13: 9780275992231
Nuevo
Tapa dura
Librería: Grand Eagle Retail, Fairfield, OH, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Hardcover. Condición: new. Hardcover. In a marketplace increasingly defined by customer categories with high expectations for service, quality, and responsiveness, companies are discovering that traditional mass marketing approaches are giving way to more targeted approaches that communicate directly with their customers. But to many consumers, direct marketing has a bad reputation, associated with intrusive door-to-door salesmen, dinnertime phone solicitations, junk mail, and, most recently, e-mail spam. In Direct Marketing in Action, a team of experts in the field dispels common myths and misconceptions about direct marketing and showcases the most current practices, principles, and techniques. The authors cover the full range of issues that must be considered in developing an effective direct marketing strategy, including competitive analysis, information and data management, media and channel selection, building brand loyalty, and measuring the results of campaigns. Bridging the gap between research and practice, clearly defining terms and concepts, and featuring numerous examples, Direct Marketing in Action will serve as an essential handbook for marketers and a comprehensive overview for students, teachers, and researchers.From the dentist who sends check-up reminders to his patients to the hotel chain that customizes room amenities based on their guests' profiles, direct marketing is infused with the idea that the best allocation of our marketing dollar is one that focuses on and communicates with our particular micro marketand reinforces the distinctive benefits that we provide to those customers. In Direct Marketing in Action the authors cover the full range of issues that must be considered in developing an effective direct marketing strategy, including competitive analysis, information and data management, media and channel selection, building brand loyalty, and measuring the results of campaigns. Bridging the gap between research and practice, clearly defining terms and concepts, featuring numerous examples, and presented in a format that can be read cover-to-cover or in modular fashion, Direct Marketing in Action will serve as an essential handbook for marketers and a comprehensive overview for students, teachers, and researchers. In many ways, mass marketing - broadcasting one's message to a large population of potential customers - no longer works. This book covers issues that must be considered in developing an effective marketing strategy, including competitive analysis, information and data management, building brand loyalty, and measuring the results of campaigns. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Nº de ref. del artículo: 9780275992231
Cantidad disponible: 1 disponibles
Imagen de archivo
Direct Marketing in Action: Cutting-Edge Strategies for Finding and Keeping the Best Customers
Librería: Ria Christie Collections, Uxbridge, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
Condición: New. In. Nº de ref. del artículo: ria9780275992231_new
Gastos de envío:
EUR 14,07
De Reino Unido a Estados Unidos de America
Destinos, gastos y plazos de envío
Cantidad disponible: Más de 20 disponibles
Imagen de archivo
Direct Marketing in Action: Cutting-Edge Strategies for Finding and Keeping the Best Customers
Impresión bajo demandaLibrería: THE SAINT BOOKSTORE, Southport, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
Hardback. Condición: New. This item is printed on demand. New copy - Usually dispatched within 5-9 working days 543. Nº de ref. del artículo: C9780275992231
Gastos de envío:
EUR 14,31
De Reino Unido a Estados Unidos de America
Destinos, gastos y plazos de envío
Cantidad disponible: Más de 20 disponibles