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The Direct marketing handbook

Author: Edward L Nash
Publisher: New York : McGraw-Hill, ©1992.
Series: Guan li xue shu xi.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Summary:

This guide aims to give users swift access to and wide coverage of the proven strategies, techniques and insights of those who have been succesful in directing marketing. The book also explores new  Read more...

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Additional Physical Format: Online version:
Direct marketing handbook.
New York : McGraw-Hill, ©1992
(OCoLC)647640274
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Edward L Nash
ISBN: 0070460272 9780070460270
OCLC Number: 24106356
Description: xxxiii, 827 pages : illustrations ; 24 cm.
Contents: Strategic planning : an overview / Dick Shaver --
Testing and analysis / Edward L. Nash --
Research / Barry R. Mark --
Contests and sweepstakes / Jeffrey Feinman --
Law and ethics / Robert Posch, Jr. --
Multinational direct marketing / Richard Miller --
Privacy / Richard A. Barton --
Database marketing : an overview / Jock Bickert --
Selecting and testing response lists / Steve Roberts --
Fundamentals of list management / Dee Kendall --
Business lists / Mary Ann Kleinfelter --
List selection criteria / Ed Burnett --
List and database maintenance / Tom Zukas --
List segmentation / Barry Hauser --
List processing / Arthur Blumenfield --
Media tactics : an overview / Brent John Bissel --
Newspapers and magazines / Maxwell C. Ross --
Broadcast media / Dana Vogel --
Co-op mailings and package inserts / Leon Henry, Jr. --
Outbound telemarketing / George T. Bradbury, Judy Shapiro --
Inbound telemarketing / Eugene B. Kordahl --
Creative methods : an overview / Joan Throckmorton --
Psychological appeals / Alan Rosenspan --
Broadcast creative / Robert Santangelo --
Personalization / Ed McLean --
Production : an overview / John L. Rosenthal --
Printing and formats / David G. Rosenthal --
Lettershop processing / Robert H. Jurick --
Emerging lettershop technologies / Richard D. Haugan --
Postal regulations / Lee Epstein --
Fulfillment planning : an overview / Stanley J. Fenvessy --
Lead management systems / Suti Prakash --
Catalog fulfillment / Jeffrey A. Coppersmith --
Magazine subscription fulfillment / Jane Imber --
Continuity and negative option fulfillment / Henry W. Rossi --
Financial planning : an overview / David D. Shepard --
Product development / John T. White --
Analytic methods / Behram J. Hansotia --
Quantitative database methods / Robert D. Kestnbaum --
Accounting considerations / James B. Kobak --
Predictive modeling / John Banslaben --
Credit and collection / Robert Graham, James J. Carey --
Lead generation : an overview / Eugene D. Sollo --
Continuity marketing / Eric Nussbaum --
Subscription marketing / Elliott DeY. Schein --
Financial services marketing / James R. Rosenfield --
Fund-raising / Bruce R. McBrearty --
Third-party endorsements / Marge Landrau --
Catalog marketing / Jo-Von Tucker --
Business-to-business marketing / Richard Bloch --
Conquest marketing / Joshua Moritz, Mark J. Heller --
Customer loyalty programs / Karen Hochman.
Series Title: Guan li xue shu xi.
Responsibility: Edward L. Nash, editor in chief.

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