My Account Wish List
Advanced Search
Print - Close Window
www.praeger.com/catalog/C9223.aspx
All Greenwood Products
Direct Marketing in Action Cutting-Edge Strategies for Finding and Keeping the Best Customers
Andrew R. Thomas, Dale M. Lewison, William J. Hauser, Linda M. Foley
Book Code: C9223
ISBN: 0-275-99223-3
ISBN-13: 978-0-275-99223-1
232 pages, illustrations
Praeger Publishers
Publication: 11/30/2006
List Price: $49.95 (UK Sterling Price: £27.95)
Availability: In Stock
Media Type: Hardcover
Also Available: Ebook
Trim Size: 6 1/8 x 9 1/4
Subjects: Reviews:
  • This work attempts to set the record straight regarding common misconceptions, while highlighting current practices. Contributors advise that many issues must be considered when developing an effective direct marketing strategy, e.g., competitive analysis, information management, media and channel selection, brand loyalty creation, and results measurement. It is important to know one's competitors and be ready to "fight" at all times. They discuss the necessity of having a well-developed database, which affords greater insight into one's customers and allows for the development of more creative marketing strategies. Direct channels permit easier access to customers, regardless of organizational size. Using fulfillment programs and providing exceptional service enhance customer retention. Finally, the volume addresses the issue of measurement, which furnishes a wealth of valuable information useful in pinpointing performance expectations for new direct marketing programs. A useful resource for students, faculty, and professionals seeking a solid handbook. Recommended. Upper-division undergraduate through professional collections.
    —Choice     June 2007
  • Direct marketing is a customer-driven approach that employs focused, targeted communication. Written by a team of specialists from the business and academic worlds, this text dispels a number of common myths about direct marketing and describes twelve steps for developing a successful strategy. Ethical and professional issues are also addressed.
    —Reference & Research Book News     February 2007
Description: In many ways, mass marketing--broadcasting one's message to a large and anonymous population of potential customers--no longer works. In a marketplace increasingly defined by customer categories with high expectations for service, quality, and responsiveness, companies are discovering that they must invest more heavily in reaching and communicating with their customers directly in order to stay competitive. But to many consumers, direct marketing has a bad reputation, associated with intrusive door-to-door salesmen, dinnertime phone solicitations, junk mail, and, most recently, e-mail spam. In Direct Marketing in Action, a team of experts from academia and from the front lines in business sets the record straight--dispelling common myths and misconceptions about direct marketing and showcasing the most current practices, principles, and techniques. From the dentist who sends check-up reminders to his patients to the hotel chain that customizes room amenities based on their guests' profiles, direct marketing is infused with the idea that the best allocation of our marketing dollar is one that focuses on and communicates with our particular micro market--and reinforces the distinctive benefits that we provide to those customers. In Direct Marketing in Action the authors cover the full range of issues that must be considered in developing an effective direct marketing strategy, including competitive analysis, information and data management, media and channel selection, building brand loyalty, and measuring the results of campaigns. Bridging the gap between research and practice, clearly defining terms and concepts, featuring numerous examples, and presented in a format that can be read cover-to-cover or in modular fashion, Direct Marketing in Action will serve as an essential handbook for marketers and a comprehensive overview for students, teachers, and researchers.
LC Card Number: 2006026009
LCC Class: HF5415
Dewey Class: 658
PDF Catalogs:
Business Catalog 2008.pdf
All rights reserved. Copyright © 1999-2008 Greenwood Publishing Group, Inc.
88 Post Road West, Westport CT 06881, (203) 226-3571