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Detalles
| Tipo de material: | Recurso en Internet |
|---|---|
| Tipo de documento: | Libro/Texto, Recurso en Internet |
| Todos autores / colaboradores: |
Andrew R Thomas; et al |
| ISBN: | 0275992233 9780275992231 |
| Número OCLC: | 71126667 |
| Descripción: | xiv, 218 p. : ill. ; 25 cm. |
| Contenido: | Illustrations -- 1. What is direct marketing? / Andrew R. Thomas, Karen Nelsen -- Direct marketing as the solution to the marketing quagmire -- So what is direct marketing? -- Making successful direct marketing possible -- 2. Customer analysis : the right behaviors / Deborah L. Owens, William J. Hauser -- Understanding the customer : the foundation for direct marketing -- Through the customer's eyes -- Determining the components of customer value -- Define the cultural component -- Define the emotional and psychological component -- Conceptualize the functional component -- The interdependence imperative -- Summary -- 3. Environmental analysis : identifying internal capabilities and external opportunities / Dan Rose -- The business environment and direct marketing -- Internal firm resources -- Adopt a "quality" perspective -- External market issues -- Summary -- 4. Competitor analysis : assessing competitive formats and strategies / Linda M. Foley -- Step one : who are your competitors? -- Step two : what are your competitors doing? -- Step three : how are you doing in comparison with your competitors? -- Summary -- 5. Data mining and profiling : the right information / AnneMarie Scarisbrick-Hauser -- What is data analysis? -- Types of data analysis -- The value of data analytics -- Intimacy -- Accuracy -- Immediacy -- Ready, cameras, action : steps to data mining -- Step 1 : define objectives -- Step 2 : establish database, data collection, and data quality evaluation -- Step 3 : analyze data, interpret results, and distribute to direct marketing team -- Step 4 : implement a campaign with test-and-learn cells -- Summary -- 6. Target marketing / Deborah L. Owens, Cathy L. Martin -- Customerization -- Historic trends in targeting -- Targeting through opt-in -- Targeting with RSS : really simple syndication -- Targeting the top -- Targeting the eFluentials -- Targeting through cross-selling -- Targeting through co-marketing -- A new age -- 7. Differentiating and positioning : formulating and implementing the right strategies / Dale M. Lewison -- Understanding differentiation -- The importance of the brand -- Service actions -- Price differentiation -- Product leadership -- Customer intimacy -- Positioning approaches -- Creative and adaptive approaches -- Positioning process -- Summary -- 8. Unique value proposition : developing and implementing the right offer / Dale M. Lewison, Mark Collins -- Step 1 : conceptualizing the offer -- Step 2 : targeting the offer -- Step 3 : creating the offer -- Product design -- Product quality -- Product mix -- Product benefits -- Pricing points -- Promotional incentives -- Risk reducers -- Terms and conditions -- Step 4 : structure the offer -- Step 5 : test the offer -- Summary -- 9. Creative marketing communications : creating and delivering the right message / William J. Hauser -- What is creative? -- The dawning of creative -- The first creative campaign -- Twenty-first century creative is multidimensional -- Not just pictures -- Creating the masterpiece -- Step 1 : prepare the canvas -- Step 2 : select the right materials -- Step 3 : paint the picture -- Summary -- 10. Direct marketing channels : selecting and employing the right media / Bruce D. Keillor -- Constructing a direct marketing channel : tools of the trade -- Telemarketing -- Direct mail -- E-mail -- Internet/Web sites -- Multichannel marketing strategy : putting the pieces together -- Actions and reactions : direct marketing channels' strengths and weaknesses -- Strengths -- Weaknesses -- The road to success : points to ponder -- Summary -- 11. Fulfillment and service : meeting and exceeding the customer's expectations / Ann Daher Fleming, Linda M. Foley -- Understanding customers' needs -- Meeting customers' changing needs -- Fulfillment and service strategy -- So, what's a customer worth? -- Recognizing an unprofitable customer -- Salvaging a good customer -- Differentiating a good customer from a bad customer -- How direct marketing messages can impact expectations -- They know me so little -- They know me so well -- Direct marketing through loyal customers -- Customer loyalty as a defense tool -- Building customer loyalty -- Summary -- 12. Measurement and assessment : analyzing and interpreting performance results / Ann Daher Fleming, Linda M. Foley -- Measurement and assessment -- Leveraging information -- Measuring and interpreting performance results -- Hidden opportunity -- Retention : keeping your customers -- Retention : recognizing opportunity -- Penetration : mining hidden opportunity -- Penetration : understanding customer needs -- Cause-and-effect relationships -- Measuring e-mail campaigns -- Measuring direct mail campaigns -- Measuring events -- Analysis and interpretation -- Yesterday's news : what happened? -- One metric does not fit all -- Communication as part of success -- Distinguishing cause-and-effect relationships -- Yesterday's news : why did it happen? -- Summary -- 13. Adaptation and innovation : modifying and changing direct marketing processes / Linda M. Foley -- So, what exactly is innovation? -- Generative innovation -- Adaptive innovation -- When should you use each type of innovation? -- Summary -- 14. Ethics and professionalism / Steven Brubaker, Timothy J. Wilkinson -- The ethics of direct marketing -- Demonstrate leadership and moral courage -- Adopt standards -- Hire the right people -- Creating an ethical culture -- Direct marketing landmines -- Do Not Call List -- Racial bias -- Misrepresentation -- Marketing expenses -- Privacy -- Summary -- Notes -- Index -- About the editors and contributors -- About the Taylor Institute. |
| Responsabilidad: | edited by Andrew R. Thomas ... [et al.]. |
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