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Direct Marketing Management, by Mary Lou Roberts, Paul D. Berger
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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.
- Sales Rank: #8102152 in Books
- Published on: 1989-04
- Original language: English
- Number of items: 1
- Dimensions: 10.00" h x 7.50" w x 1.25" l,
- Binding: Hardcover
- 501 pages
From the Publisher
An introduction to management approaches and analytical techniques for developing, executing, and evaluating direct marketing programs.
From the Back Cover
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.
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.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Direct Marketing Management (2nd Edition)
By Jesse L. Lee
Mary Lou Roberts and Paul D. Berger are awesome. Their comprehensive treatment of direct marketing explores best practices and helps students and practitioners alike understand this important discipline. The book is great, the vendor was awesome in getting the product to me in a tidy schedule, and overall I had a very pleasant shopping experience. Amazon rocks!Direct Marketing Management (2nd Edition)
1 of 1 people found the following review helpful.
Accolades for "Direct Marketing Management"!
By Lynne M. Bernier
This book takes the philosphy and strategy of direct marketing and translates it into an actionable plan. I found this book to be more advanced than most in explaining the concepts and giving good, practical advice that can be immediately implemented. I use it as a tool for new marketing professionals in my organization as well as for an evening class in Business to Business Marketing.
0 of 3 people found the following review helpful.
Good!
By A Customer
All basic idea about direct marketing that you must read.
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