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Direct marketing in action : cutting-edge strategies for finding and keeping the best customers

Author: Andrew R Thomas
Publisher: Westport, Conn. : Praeger Publishers, 2007.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
Covering all major aspects of direct marketing, from strategy to execution, this title dispels common myths and misconceptions, and features many case studies of successful application in a wide variety of companies.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Andrew R Thomas
ISBN: 0275992233 9780275992231
OCLC Number: 71126667
Description: xiv, 218 pages : illustrations ; 25 cm
Contents: 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.
Responsibility: edited by Andrew R. Thomas [and others].
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Abstract:

In many ways, mass marketing - broadcasting one's message to a large population of potential customers - no longer works. This book covers issues that must be considered in developing an effective  Read more...

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"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 Read more...

 
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