Direct marketing in action : cutting-edge strategies for finding and keeping the best customers

Direct marketing in action cutting-edge strategies for finding and keeping the best customers

What is direct marketing? / Andrew R. Thomas and Karen Nelsen -- Customer analysis : the right behaviors / Deborah L. Owens and William J. Hauser -- Environmental analysis : identifying internal capabilities and external opportunities / Dan Rose -- Competitor analysis : assessing competitive formats...

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Bibliographische Detailangaben
Weitere Verfasser: Thomas, Andrew R. (BerichterstatterIn)
Format: UnknownFormat
Sprache:eng
Veröffentlicht: Westport, Conn u.a. Praeger Publishers 2007
Schlagworte:
Direktmarketing > Marketingmanagement > Konsumentenverhalten > Direct marketing > Target marketing > Marketing > Management > Consumer behavior
Online Zugang:Inhaltsverzeichnis
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Beschreibung
Zusammenfassung:What is direct marketing? / Andrew R. Thomas and Karen Nelsen -- Customer analysis : the right behaviors / Deborah L. Owens and William J. Hauser -- Environmental analysis : identifying internal capabilities and external opportunities / Dan Rose -- Competitor analysis : assessing competitive formats and strategies / Linda M. Foley -- Data mining and profiling : the right information / Annemarie Scarisbrick-Hauser -- Target marketing / Deborah L. Owens and Cathy L. Martin -- Differentiating and positioning : formulating and implementing the right strategies / Dale M. Lewison -- Unique value proposition : developing and implementing the right offer / Dale M. Lewison and Mark Collins -- Creative marketing communications : creating and delivering the right message / William J. Hauser -- Direct marketing channels : selecting and employing the right media / Bruce D. Keillor -- Fulfillment and service : meeting and exceeding the customer's expectations / Ann Daher Fleming and Linda M. Foley -- Measurement and assessment : analyzing and interpreting performance results / Ann Daher Fleming and Linda M. Foley -- Innovation and adaptability / Linda M. Foley -- Ethics and professionalism / Steven Brubaker and Timothy J. Wilkinson
Beschreibung:Includes bibliographical references and index
Beschreibung:XIV, 218 S.
graph. Darst.
ISBN:0275992233
0-275-99223-3
9780275992231
978-0-275-99223-1