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Direct marketing management

— Robert, Mary Lou - Nama Orang; Berger, Paul D. - Nama Orang;

Written by a marketer/decision scientist team, this book exploresallaspects of the discipline of direct marketing management --with a focus throughout on the best state-of-the-art practices and supporting research and theory.Covers: Databased Direct Marketing; Planning and Executing Direct Marketing Programs; Offer Planning and Positioning; Mailing Lists: Processing and Selection; List Segmentation; Creative Strategy and Execution; Fulfillment and Customer Service; Developing the Customer Database; Profitability and Lifetime Value; Testing Direct Marketing Programs; Business-to-Business Direct Marketing; Direct Mail Campaigns; Catalog Marketing; Telephone Marketing; Direct Response in Print Media; Direct Response in Broadcast Media; and The Interactive Media.For Direct Marketing and Marketing Communications professionals.

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