Direct Marketing: Strategy, Planning, ExecutionThe "master strategist of direct marketing" has enhanced his classic reference with a wealth of proven direct mail strategies for the Internet age. This eagerly awaited edition adds in-depth information on profitable use of the Web for direct response sales, as well as increased coverage of alternative media, infomercials, telemarketing, and database marketing. |
Contents
INTRODUCTION | 1 |
STRATEGIC PLANNING | 18 |
THE MARKETING PLAN | 44 |
Copyright | |
24 other sections not shown
Common terms and phrases
advertising agency areas audience Austin Powers basic brand broadcast buyers campaign Capitol Record catalog client club color commercial companies consumer copy cost cost per thousand coupon creative credit card database marketing direct mail direct marketing Direct Marketing Association direct-response e-mail edition envelope example factor Figure format headline infomercials inserts interest Internet investment letter list broker look magazine mail order mail-order mailing lists mailing piece medium merchandise names newspaper offer package percent phone number postal Procter & Gamble product or service profitable promotions proposition prospect publications purchase readers require response rate retail sample schedule segment selection selling simple specific spots SRDS stations strategy sumer suppliers telemarketing telephone television U.S. Postal Service users usually zip codes