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Book by Shaver Dick
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A complete hands-on guide to today's hottest new direct marketing techniquesbl11Consumer-Guided Marketing (CGM) promises to forever change the way companies reach their customers. Offering a radical alternative to traditional scattershot direct mail techniques, CGM employs a pre-selection process to target potential customers with a much higher degree of accuracy than ever before possible. Rather than using broad and notoriously unreliable demographic information, such as matching zip codes to income brackets, CGM marketers use highly focused questionnaires to identify individuals who are the most likely to buy and then develop direct mail letters, brochures, envelopes, and other material designed specifically for that group. Consumer-Guided Marketing is a practical resource for marketing managers, marketing analysts, direct mail copywriters and graphic designers. * Satisfies the huge and growing demand for nuts-and-bolts information about today's hottest new direct response marketing technique * Teaches by example with dozens of real-world examples of direct mail packages that work, and those that don't * Written by one of North America's most sought-after direct marketing consultants and trainers DICK SHAVER (Boston, Massachusetts) is a marketing consultant specializing in direct response marketing. Clients who have attended his popular 3-day intensive CGM seminars include Aetna Insurance, American Express, AT&T, Chemical Bank, Digital Equipment, General Motors, and Fingerhut.Nota de la solapa:
The Next Step in Database Marketing Consumer Guided Marketing® First, there was direct mail. Then came the database marketing revolution. Now comes Consumer Guided Marketing®a new kind of marketing that combines the personal approach of direct mail with the processing power of the modern marketing database to create one-to-one marketing that is far more personal, and consequently much more powerful, than any type of marketing that has preceded it. Solving the privacy problem inherent in the use of third-party databases by involving each customer as an equal partner and co-participant from the very beginning of the marketing process itself, Consumer Guided Marketing predetermines whether a potential buyer is actually interested in the sellers product before the mailing decision is made. The results? Mailing costs drop to all-time lows, response rates rise to all-time highs, and customer loyalty reaches levels never thought possible. Written by direct mail expert Dick Shaver, this practical resource contains all of the information you need to understand and implement this dynamic new database marketing method. Going beyond the one-shot sell, The Next Step in Database Marketing shows you how to establish and develop an ongoing "Mailing Dialogue" with your customer that maximizes sales both now and in the future. With real-life examples from such well known companies as American Express, General Electric, Marion Merrell Dow, MCI, Readers Digest and many others, this book takes you, step by step, through every element involved in creating consumer-specific mail:
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Descripción Wiley, 1996. Condición: New. book. Nº de ref. del artículo: M0471133590
Descripción Wiley. Condición: New. Hardcover. Worldwide shipping. FREE fast shipping inside USA (express 2-3 day delivery also available). Tracking service included. Ships from United States of America. Nº de ref. del artículo: 0471133590
Descripción Wiley, 1996. Hardcover. Condición: New. 1. Nº de ref. del artículo: DADAX0471133590
Descripción John Wiley & Sons Inc, 1996. Hardcover. Condición: Brand New. 1st edition. 482 pages. 9.25x6.50x1.75 inches. In Stock. Nº de ref. del artículo: 0471133590