A Comparison Of The Main Direct Marketing Media And Their Future Prospects In The Age Of The New Millennium

Author : Roman Keilhacker
Publisher : diplom.de
Page : 87 pages
File Size : 53,7 Mb
Release : 2000-06-09
Category : Business & Economics
ISBN : 9783832424138

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A comparison of the main Direct Marketing Media and their future prospects in the age of the new millennium by Roman Keilhacker Pdf

Inhaltsangabe:Abstract: This liberal translation of the famous Victor Hugo quote applies to direct marketing as it exists today. Only 20 years ago, direct marketing was considered a speciality employed by book publishers, record clubs or magazine publishers seeking subscriptions. Meanwhile direct marketing has become a marketing tool utilised by more than half the U.S. Fortune 500 companies. Realising the growing importance of direct marketing in addition to traditional advertising, major advertising agencies such as Young & Rubican (Y&R) and Doyle Dane Bernbach (DDB) purchased the most famous specialised agencies in this field and worked with them to bring both general and direct marketing clients the combined expertise of both disciplines. Due to direct marketing s success it is now the basis for various subdisciplines. Database marketing, relationship marketing, one-to-one marketing, integrated marketing, and others all offer interesting extensions and variations of direct marketing s basic techniques. More and more companies, in Europe and the United States, are using direct marketing as one part of their overall marketing mix. But even with enormous advances in analytical and computer capabilities, many direct marketing attempts fail to achieve their potential or, worse, fail to work at all due to a misunderstanding of their advantages and disadvantages. Therefore the aim of this thesis will be to examine the characteristics of direct mail, outbound telemarketing and online direct marketing, and to explore their specific advantages & disadvantages in order to enable their effective utilisation in todays' business world. At the beginning of this thesis direct marketing s evolution and development over time will be analysed. The thesis continues with a description of these three direct marketing media and an evaluation of their respective advantages and disadvantages under the headings of communication, privacy, design and media. These four categories have been chosen, because they are the most important elements for the future of successful direct marketing. After analysing the current situation the future prospects of the three direct marketing media will be demonstrated by examining how their various characteristics fit into the future. Finally a case study was conducted to determine to which degree the analysed arguments were applicable. This is examined in the case of Roba Baumann GmbH, a wholesaler which produces children s [...]

Author : Jerry I. Reitman
Publisher : N T C Business Books
Page : 300 pages
File Size : 46,6 Mb
Release : 1996
Category : Business & Economics
ISBN : 0844234478

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Beyond 2000 by Jerry I. Reitman Pdf

Specialists from fields as diverse as communications, media, list brokerage, retail and publishing cover changes in retail, financial services and business-to-business direct marketing, highlighting new techniques and showing the impact of trends.

Author : Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi
Publisher : Springer Nature
Page : 337 pages
File Size : 50,7 Mb
Release : 2019-11-11
Category : Business & Economics
ISBN : 9783030243746

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Digital and Social Media Marketing by Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi Pdf

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Author : Anonim
Publisher : Unknown
Page : 224 pages
File Size : 40,5 Mb
Release : 1995
Category : Direct marketing
ISBN : NWU:35556025867458

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Interactive Direct Marketing by Anonim Pdf

Author : Anonim
Publisher : Unknown
Page : 2358 pages
File Size : 55,6 Mb
Release : 2002
Category : Business
ISBN : CORNELL:31924098265212

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Business Periodicals Index by Anonim Pdf

Author : Manfred Krafft,Jürgen Hesse,Jürgen Höfling,Kay Peters,Diane Rinas
Publisher : Springer Science & Business Media
Page : 339 pages
File Size : 55,7 Mb
Release : 2007-10-14
Category : Business & Economics
ISBN : 9783540396321

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International Direct Marketing by Manfred Krafft,Jürgen Hesse,Jürgen Höfling,Kay Peters,Diane Rinas Pdf

This book is the first to focus exclusively on International direct marketing (IDM), integrating state-of-the-art knowledge, best practice and unique data. The first part is a comprehensive, well-structured review, covering all relevant sources from academic journals to practitioner magazines. The second part consists of best practice examples on various aspects of IDM. The third part contains a summary of a proprietary consumer study on direct marketing attitudes and affinities across 24 countries worldwide, accompanied by country-specific fact sheets for IDM campaigns.

Author : Matthew Housden,Brian Thomas
Publisher : Routledge
Page : 360 pages
File Size : 49,7 Mb
Release : 2012-04-27
Category : Business & Economics
ISBN : 9781136409981

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Direct Marketing in Practice by Matthew Housden,Brian Thomas Pdf

Direct Marketing in Practice is a practical manual for all managers and marketers getting to grips with the powerful techniques available to skilled direct marketers. The book shows how to: · Plan a direct marketing campaign · Integrate new technology with conventional direct marketing practice · Maximise the impact, efficiency and return on investment of your activites · Evaluate the success of a campaign - and improve on it next time! Accessible and illuminating, each chapter in the book includes review questions and exercises to help you practice what you have learnt. In addition, the authors have used their considerable experience in the field to assemble many examples of best practice worldwide. These place the theory in a practical, real-world context, and demonstrate what a dramatic effect direct marketing can have on sales and profitability. Those contemplating or starting a career in direct marketing will find Direct Marketing in Practice an invaluable guide to contemporary practice. It is essential reading for all undergraduate students of marketing and business, as well of those undertaking professional examinations in this area.

Author : Anonim
Publisher : Unknown
Page : 390 pages
File Size : 46,7 Mb
Release : 1999
Category : Documentation
ISBN : UOM:39015082969901

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Documentation Abstracts by Anonim Pdf

Author : Daniel J. Polito
Publisher : iUniverse
Page : 289 pages
File Size : 55,7 Mb
Release : 2004
Category : Business & Economics
ISBN : 9780595317875

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The Direct Marketing Cookbook by Daniel J. Polito Pdf

There are many books available on the technical theories that underlie direct marketing methods. This is not one of them! With The Direct Marketing Cookbook you will acquire the skill and knowledge needed to create successful direct marketing programs that garner profitable responses. Discover how to identify and create offers that sell, contact potential customers without being bothersome, gather needed customer information, turn responses into sales, and even how to dominate the marketplace in your industry. The Direct Marketing Cookbook teaches and guides both professionals and those responsible for marketing their businesses, how to successfully plan, develop, execute and manage direct marketing programs that can build their customer base and keep customers coming back. The simple truth is that many business professionals have little or no marketing experience, especially in the complex and confusing area of direct response marketing. Yet they are constantly challenged to acquire more of the right customers if they are ever to survive these difficult times. It makes no difference whether you work at AT&T, IBM, or as a consultant with a part-time secretary; The Direct Marketing Cookbook: A Recipe for Getting and Keeping Customers will provide you with an in-depth understanding of the system and techniques needed to master the process of developing successful direct marketing programs.

Author : Ernan Roman
Publisher : McGraw-Hill Companies
Page : 280 pages
File Size : 52,5 Mb
Release : 1988
Category : Business & Economics
ISBN : UVA:X001362098

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Integrated Direct Marketing by Ernan Roman Pdf

"The days of dominance by a single advertising medium--TV for the image-building and direct mail for the direct marketer--are over. Ernan Roman's seminal vision of media integration offers a clear path to new heights of marketing effectiveness." -- Stan Rapp Chairman, Cross Rapp Associates Author of Maximarketing and Beyond Maximarketing "The integrated direct marketing process reminds us to contact customers and prospects on their terms, not ours. Customers want to be treated like individuals, not averages. Ernan Roman helps us realize that, with the right data, customer relationships can still be one-to-one without being face-to-face." -- J. Michael Lawrie U.S. Vice President and Area General Manager IBM Corporation "Ernan Roman, in this new volume, confronts the extraordinary changes in database technologies that are shaping the communications of tomorrow. A valuable resource for all marketers aiming for the highest return on their marketing investment." -- Jonah Gitlitz President, Direct Marketing Association "An important how-to book for any marketer serious about rationalizing the marketing communications budget and improving ROI." -- Don Pepper Co-author of The One to One Future: Building Relationships One Customer at a Time "The essential bootstrapper's guide to high-impact marketing. . . . If you're running an entrepreneurial company, buy this book, read it, make your management team read it, and begin implementing the ideas today." -- George Gendron Editor-in-Chief Inc. magazine

Author : Kent Wertime,Ian Fenwick
Publisher : Wiley
Page : 0 pages
File Size : 50,5 Mb
Release : 2008-02-15
Category : Business & Economics
ISBN : 0470822317

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DigiMarketing by Kent Wertime,Ian Fenwick Pdf

"We are all DigiMarketers now - or we should be. The authors have for the first time provided a lucid, hype-free, business-based and practical guide to the new age of marketing: it is a kind of digital Baedeker, which should be on every businessman's book-shelf." —Miles Young, Chairman, Ogilvy & Mather Asia Pacific "The digital frontier is now the center of our universe. As Kent Wertime and Ian Fenwick show, marketers must seize this digital opportunity to accelerate their market growth." —John A. Quelch, Senior Associate Dean and Lincoln Filene Professor of Business Administration, Harvard Business School "Too many advertisers are stuck in the primordial soup when it comes to their digital marketing strategy. However, they need to evolve fast if they are to survive in a multi-channel landscape. This timely book acts like an Origin of the Species, steering hesitant brand owners through the complexities of the digital ecosystem. An impressive blend of academic theory, professional insight and practical advice." —Paul Kemp-Robertson, Co-founder & Editorial Director, Contagious www.contagiousmagazine.com "DigiMarketing: The Essential Guide to New Marketing & Digital Media is a clear call for companies to evolve their marketing practice. This book is essential reading for anyone seeking a roadmap to the future of business." —Dipak C. Jain, Dean, Kellogg School of Management "The rise of conversational media new forms of distribution - from blogs to mobile platforms - challenge traditional approaches to marketing, and require every business to have a transition plan. Kent Wertime and Ian Fenwick have written a book that is required reading for any marketers interested in successfully making that transition." —John Battelle, CEO and Founder, Federated Media Publishing and Author, The Search "Kent Wertime and Ian Fenwick have written the definitive guide to marketing in the digital age. But Digimarketing does more than educate marketing professionals. It describes the new media landscape brilliantly, making it an essential read for anyone who hopes to understand the most important technological revolution of the past fifty years. I wore out three yellow highlighters before realizing that every sentence and every paragraph is worth committing to memory." —Norman Pearlstine, Former Editor-in-Chief, Time Inc. and Managing Editor, The Wall Street Journal, Senior Advisor, Telecommunications & Media, The Carlyle Group

Author : Stan Rapp
Publisher : Mcgraw-hill
Page : 256 pages
File Size : 54,7 Mb
Release : 2009-10-08
Category : Business & Economics
ISBN : 0071638024

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Reinventing Interactive and Direct Marketing: Leading Experts Show How to Maximize Digital ROI with iDirect and iBranding Imperatives by Stan Rapp Pdf

Attract New Customers and Exceed Revenue Goals with iDirect Marketing! “A simple concept ties this incredibly useful book together. Every marketer now is an iDirect marketer. You ignore this concept, and this book, at your own peril.” Al Ries, author of War in the Boardroom “How do you get your brand heard, trusted, and remembered? The answer is in the confluence of digital and direct to form a torrent of minimal cost/maximal result opportunities. Rapp’s vision of an iDirect future and the insights of the book’s contributors put marketing supremacy in your grasp.” Tim Suther, SVP, Acxiom Global Multichannel Marketing Services “The internet brings about the reinvention of everything. Now it is marketing’s turn. Rapp compiles the best thinking on a future with low-cost and no-cost connections between products and consumers. Essential reading for marketers.” Chris Anderson, author of The Long Tail “Direct marketing is interactive, and interactive marketing is direct. With an ‘iDirect’ mindset, digital platforms and innovative analytics impact the data-driven, online, offline, lead-generating, customer-retaining, multichannel direct marketing process. Rapp’s vision for reinventing marketing is a wake-up call for CMOs to think and act differently in a profoundly changed world.” John Greco, President and CEO, Direct Marketing Association “It’s increasingly important to rely on an agency for accountable iDirect solutions. The advertising agency of the future must be adept at reinventing yesterday’s interactive, direct and branding. Rapp’s cohort of experts show the way in this book.” Michael McCathren, Chick-fil-A Conversation Catalyst About the Book Reinventing Interactive and Direct Marketing focuses on how to benefit from a fundamental truth about marketing in the digital era. Interactive Marketing is direct. Direct Marketing is interactive. What has been seen mistakenly as separate disciplines actually are one and the same. Every marketer now is an interactive direct marketer. To help you profit from this new reality, Stan Rapp introduces a new paradigm—iDirect— the 21st-century growth engine at the intersection of digital technologies and direct marketing practices. The gap between what you once took for granted and the iDirect Marketing future is so vast that a team of thought leaders is needed to deal with it. No one person has all the answers. In this book, Rapp brings together marketing luminaries with a variety of perspectives that will open your eyes to astonishing, new opportunities. It contains surprising insights from the top minds in direct marketing, including: John Greco, President of the Direct Marketing Association: How to Market Directly or Be Left Behind Professor Don Shultz, PhD, Northwestern University: Media Allocation for a Mass Networking Landscape Lucas Donat, President, Donat/Wald: ROIpositive Advertising via TV and Print for the iDirect Marketer Mike Caccavale, Founder and CEO, Pluris Marketing: Instant Delivery of Thousands of Individualized Messages Michael Becker, VP Mobile Strategies, iLoop Mobile: Hold the Consumer in the Palm of Your Hand with Mobile Melissa Read, PhD, Vice President of Research and Innovation, Engauge: The Psychology of Motivating Desired Behavior On- and Offline Tim Suther, Acxiom SVP Global Multichannel Marketing Services: Releasing the Full Power of iDirect Fundamentals

Author : G. Scott Osborne
Publisher : Prentice Hall
Page : 184 pages
File Size : 51,7 Mb
Release : 1984
Category : Business & Economics
ISBN : UOM:49015001092866

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Electronic Direct Marketing by G. Scott Osborne Pdf

Author : German Sacristan
Publisher : Happy about
Page : 174 pages
File Size : 49,7 Mb
Release : 2012-09
Category : Direct marketing
ISBN : 1600052304

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The Digital and Direct Marketing Goos by German Sacristan Pdf

A successful direct marketing campaign running on digital media is every marketer's dream. And yet, in all the obsession and hype surrounding digital media, few people realize that media alone cannot sell products and services. This wisdom rang true in the days when newspapers and magazines first rolled of the presses, and it remains just as true today. Digital media is only a vehicle--but it cannot guarantee success by itself. It is all about the strategy that will help you say the right thing to the right person at the right time in the right place and the right way. Digital and Direct Marketing Expert German Sacristan has stepped in to help marketers in this age of digital media. He has succeeded where many have failed by writing a simple, functional, easy to reference book that will help you build a very powerful marketing communication methodical process to increase your chances of a better ROMI, or return on market investment. German knows that most marketing campaigns fail because the fundamentals are just not given the attention they deserve. In his book, he reiterates the fundamentals of marketing, sales and communication and lucidly shows how they apply in the world of digital media. In our era of marketing mumbo jumbo with expectations of instant success, German's sincerity is refreshing. He warns his readers that they will not find any marketing magic wands or crystal balls in his book. Instead they will find page after page of very relevant tips including a proven and methodical process with plenty of real examples to help readers build the right methodical process that will increase their chances of more and better sales. In German's words, "Yes, the market is different, but the basics of marketing are still the same." Now, more than ever, we need better strategies to get the most out of the new digital media and the methodical process and ingredients discussed in this book will help you do just that. Digital and Direct Marketing Goose will help you remember all the fundamentals while showing you how to deploy the most relevant tools and media in the modern marketplace. You can contact German at [email protected] and www.marketinggoose.com

Author : Anonim
Publisher : Unknown
Page : 866 pages
File Size : 50,6 Mb
Release : 2008
Category : Marketing
ISBN : IND:30000117323323

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Marketing by Anonim Pdf