Direct Marketing Rules Of Thumb

Author : Nat G. Bodian
Publisher : McGraw Hill Professional
Page : 456 pages
File Size : 52,6 Mb
Release : 1995
Category : Business & Economics
ISBN : 0070063400

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Direct Marketing Rules of Thumb by Nat G. Bodian Pdf

A goldmine of tested DM tips and techniques. DM guru Nat Bodian's latest direct marketing tool crams 40 years of experience into a treasure drove of response-driven strategies for racking up sales by mail, phone, and space advertising. Exhaustively indexed to make fast access easy, Direct Marketing Rules of Thumb packs 1,000 priceless time and money saving ideas you need to: prepare, use, and evaluate every DM component--from headlines to offers to credit and collections; locate, select, time, and test top-selling mailing lists for business, professions, medicine, consumers, charities, and more--plus work with list brokers, managers, and compilers; land your share of the $300 billion telemarketing business--including getting started, finding help, preparing scripts, targeting top prospects, selecting lists, and more; sell successuflly through card decks; snag the best prices on paper, printing, production, and mail shop services; create and place low-cost DM space ads; much, much more.

Author : Robert C. Blattberg,Byung-Do Kim,Scott A. Neslin
Publisher : Springer Science & Business Media
Page : 900 pages
File Size : 45,9 Mb
Release : 2008-01-23
Category : Business & Economics
ISBN : 0387725784

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Database Marketing by Robert C. Blattberg,Byung-Do Kim,Scott A. Neslin Pdf

Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today’s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise—from branding and promotion campaigns to supply chain management to employee training to new product development. Based on decades of collective research, teaching, and application in the field, the authors present the most comprehensive treatment to date of database marketing, integrating theory and practice. Presenting rigorous models, methodologies, and techniques (including data collection, field testing, and predictive modeling), and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing. "This is an excellent in-depth overview of both well-known and very recent topics in customer management models. It is an absolute must for marketers who want to enrich their knowledge on customer analytics." (Peter C. Verhoef, Professor of Marketing, Faculty of Economics and Business, University of Groningen) "A marvelous combination of relevance and sophisticated yet understandable analytical material. It should be a standard reference in the area for many years." (Don Lehmann, George E. Warren Professor of Business, Columbia Business School) "The title tells a lot about the book's approach—though the cover reads, "database," the content is mostly about customers and that's where the real-world action is. Most enjoyable is the comprehensive story – in case after case – which clearly explains what the analysis and concepts really mean. This is an essential read for those interested in database marketing, customer relationship management and customer optimization." (Richard Hochhauser, President and CEO, Harte-Hanks, Inc.) "In this tour de force of careful scholarship, the authors canvass the ever expanding literature on database marketing. This book will become an invaluable reference or text for anyone practicing, researching, teaching or studying the subject." (Edward C. Malthouse, Theodore R. and Annie Laurie Sills Associate Professor of Integrated Marketing Communications, Northwestern University)

Author : Fred E. Hahn
Publisher : John Wiley & Sons
Page : 358 pages
File Size : 45,9 Mb
Release : 2003-05-12
Category : Business & Economics
ISBN : 9780471446477

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Do-It-Yourself Advertising and Promotion by Fred E. Hahn Pdf

Praise for the Second Edition "Mr. Hahn's background in an industry where the creative stretching of promotional budgets is a daily necessity serves well the reader of this book. His advice is both practical and imaginative, and delivered with wit as well as wisdom." -Andrew McNally III, Chairman of the Board, Rand McNally Create Madison Avenue advertising on a Main Street budget with Do-it-Yourself Advertising & Promotion Now the most complete guide to do-it-yourself advertising includes totally new sections on branding, the Internet, and Yellow Pages advertising. This updated edition of Do-It-Yourself Advertising and Promotion offers the latest information on launching your own homegrown, successful advertising campaigns and new desktop publishing techniques. As an entrepreneur or small business owner, you'll find tried-and-true, low-budget promotional tactics. With every chapter updated and expanded, this new third edition is better-and more comprehensive-than ever. Author Fred E. Hahn and expert contributors show you how to create successful high-impact advertising on a limited budget using practical, time-tested techniques. This friendly and accessible guide explains each method step by step-with concrete advice on planning, scheduling, budgeting, creative issues, and production procedures to help you develop effective: Newspaper and magazine ads * Flyers, brochures, and invitations * Direct mail campaigns * Catalogs * Web sites * E-mail and Internet advertising * Teleservicing * Audiovisual materials * Publicity tools and techniques * And more!

Author : City of London College of Economics
Publisher : City of London College of Economics
Page : 1068 pages
File Size : 47,5 Mb
Release : 2024-06-28
Category : Education
ISBN : 8210379456XXX

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Diploma in Advertising - City of London College of Economics - 9 months - 100% online / self-paced by City of London College of Economics Pdf

Overview In this diploma courser you will learn a lot about Advertising. You’ll even be able to open your own advertising agency. Content - Advertising: Mastering the Art of Promotion - Online Advertising: Maximizing the Enormous Reach of the Internet - Using Print Ads: Small Spaces with Big Audiences - Investing in Internet Advertising - Getting Your Ads on Television - Ten Secrets of Writing Memorable Advertising - And much more Duration 9 months Assessment The assessment will take place on the basis of one assignment at the end of the course. Tell us when you feel ready to take the exam and we’ll send you the assignment questions. Study material The study material will be provided in separate files by email / download link.

Author : Anonim
Publisher : Unknown
Page : 76 pages
File Size : 51,6 Mb
Release : 2000
Category : Direct marketing
ISBN : WISC:89066971896

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Direct Marketing Today by Anonim Pdf

Author : Richard Lai
Publisher : MIT Press
Page : 333 pages
File Size : 54,5 Mb
Release : 2013-03-01
Category : Business & Economics
ISBN : 9780262313018

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Operations Forensics by Richard Lai Pdf

Powerful tools for using operations metrics to analyze companies in ways that go beyond traditional financial models and statements. Investors and analysts often need to look into a firm's operations more deeply than traditional financial statements and models allow. This book describes newly developed tools for using operations metrics to discern and influence the valuation of a firm. It is the first to present these techniques from a unified perspective: that of operations forensics, which looks at operations management not from the traditional point of view of a manager but from that of an investor or shareholder. After a discussion of financial statements and the useful but incomplete insights they provide, the book covers the three components of operations forensics: operational indicators, operations details that can predict future performance; operational due diligence, methods for verifying companies' claims about operational excellence and valuing their operational assets; and operational turnaround, an innovative approach to buyout and turnaround strategies. The text also offers brief reviews of operations management concepts, real-world examples of operations forensics, and a glossary. The mathematical material gradually increases in sophistication as the book progresses (but can be skipped without loss of continuity). Each chapter concludes with a “Takeaways and Toolkit” section, a brief summary of prior research, and suggestions for further reading. Operations forensics offers powerful tools and frameworks for financial analysts, private equity firms, managers, and consultants. This book provides a valuable resource for MBA students and practitioners. Downloadable supplementary material for instructors incudes figures form the text and 42 slides that can be used for class presentations.

Author : Mary Lou Roberts,Paul D. Berger
Publisher : Prentice Hall International (UK)
Page : 472 pages
File Size : 47,7 Mb
Release : 1999
Category : Business & Economics
ISBN : 0130804347

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Direct Marketing Management by Mary Lou Roberts,Paul D. Berger Pdf

This revised te×t includes coverage of electronic commerce, database marketing and research into direct and on-line marketing.

Author : Steve Cuno
Publisher : John Wiley & Sons
Page : 214 pages
File Size : 45,9 Mb
Release : 2008-11-17
Category : Business & Economics
ISBN : 9780470462607

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Prove It before You Promote It by Steve Cuno Pdf

Combining hard science and marketing practice, Prove It Before You Promote It draws on marketing case studies and scientific evidence to help marketers eliminate bias, emotion, and common cognitive errors in order to make better, evidence-based marketing decisions. This book explodes the most common and costly marketing myths and draws on real, proven science to reveal how people actually behave in the marketplace—and how you can use that to your advantage.

Author : Janet Rubio,Patrick Laughlin
Publisher : John Wiley & Sons
Page : 288 pages
File Size : 41,6 Mb
Release : 2002-10-15
Category : Business & Economics
ISBN : 9780471213048

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Planting Flowers, Pulling Weeds by Janet Rubio,Patrick Laughlin Pdf

Introduces a powerful, ten-step approach to forging strong, life-long relationships with any company's most valuable customers Two former Dell executives turned Fortune 500 consultants reveal the incredibly successfully, ten-step program they instituted at the world's number-one PC manufacturer for finding profitable customers, building and maintaining lasting relationships with them, and allocating resources based on their bottom-line value: the Direct Impact Growth System. Rubio and Laughlin use fascinating and instructive case studies based on their experiences at Dell, Xerox, Citibank, Mercedes Benz, Braun, and other top international firms to demonstrate the system in action and its phenomenal results. Janet Rubio (Austin, TX) led Dell's direct marketing and catalog programs and oversaw its 20 million dollar promotional budget. In 1998 she founded Direct Impact, a top national marketing agency specializing in helping companies accelerate and control growth. Patrick Laughlin (Austin, TX) left IBM, where he was the company's top-ranking salesman, to join Dell as a marketing manager. At Dell, he developed a range of sales programs and customer evaluation tools.

Author : Arch G. Woodside
Publisher : Emerald Group Publishing
Page : 456 pages
File Size : 51,6 Mb
Release : 2010-06-23
Category : Reference
ISBN : 9781849509237

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Case Study Research by Arch G. Woodside Pdf

Case Study Research Theory, Methods and Practice.

Author : Anonim
Publisher : iUniverse
Page : 158 pages
File Size : 55,9 Mb
Release : 2024-06-28
Category : Electronic
ISBN : 9780595459957

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The Fallible Gut by Anonim Pdf

Author : Tom Funk
Publisher : Apress
Page : 246 pages
File Size : 49,8 Mb
Release : 2014-03-01
Category : Business & Economics
ISBN : 9781430244080

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Advanced Social Media Marketing by Tom Funk Pdf

Hundreds of millions of Americans are using social media (SM), and already some 70% of businesses have joined them there, using Facebook and other SM platforms to connect with their customers, and attract new ones. So the real question isn’t whether to take your business onto social media platforms—but how to do it quickly, effectively, on a budget, with smart goals, and a road map for success. Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program cuts through the hype and fluff about how social media is changing the world, and it gets down to what really matters: How you as a manager can best use SM to benefit your business. Written by a veteran online marketer and ecommerce professional, the book shares practical strategies and tactics to let you launch and scale a successful corporate social media program. Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program is for the manager who already knows something about social media and wants to roll up his or her sleeves and get down to business. In it, we simplify tasks that might otherwise be complicated—like adopting and tracking key performance metrics, developing online ad campaigns, or creating Facebook apps like games, giveaways and sweepstakes with the capacity to go viral. Businesses can harness the unique advantages of this new medium, but they need a practical, no-nonsense guide like this one. Otherwise they risk being ignored, wasting time and money or, even worse, damaging their own brand and seeing a well-intentioned online program blow up. The book is heavy on the how-to, case studies, campaign results and other statistics, and interviews with ecommerce managers at businesses large and small. It also includes the author’s own experiences at Green Mountain Coffee Roasters, Wine of the Month Club, and others. While this book will be accessible enough for someone implementing a social media program for the first time, it’s ambitious enough to benefit experienced SM hands who are looking for good ideas and techniques to push their online community to the next level of size, interactivity, and buzz.

Author : Federica Signorini
Publisher : Lulu.com
Page : 259 pages
File Size : 44,7 Mb
Release : 2024-06-28
Category : Electronic
ISBN : 9781447541233

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Internet for promoting small tourist realities by Federica Signorini Pdf

Author : Olivia Parr Rud
Publisher : John Wiley & Sons
Page : 399 pages
File Size : 46,5 Mb
Release : 2001-06-01
Category : Computers
ISBN : 9780471437512

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Data Mining Cookbook by Olivia Parr Rud Pdf

Increase profits and reduce costs by utilizing this collection of models of the most commonly asked data mining questions In order to find new ways to improve customer sales and support, and as well as manage risk, business managers must be able to mine company databases. This book provides a step-by-step guide to creating and implementing models of the most commonly asked data mining questions. Readers will learn how to prepare data to mine, and develop accurate data mining questions. The author, who has over ten years of data mining experience, also provides actual tested models of specific data mining questions for marketing, sales, customer service and retention, and risk management. A CD-ROM, sold separately, provides these models for reader use.

Author : Matthew Housden,Brian Thomas
Publisher : Routledge
Page : 360 pages
File Size : 42,7 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.