Direct marketing

Author: Chen Yihong
Publisher:
Publish Date: 2004-01-01
Features: Direct response marketing, which Western marketing scholars call "a marketing revolution," will undoubtedly become the main force in Chinese marketing. Cheer for Chinese direct selling and keep pace with the world in direct selling. "Direct Response Marketing" and the marketing concepts and strategies it represents are called "a marketing revolution" by Western marketing scholars. Among various marketing models, direct response marketing originated in the United States. In recent years, in developed and emerging industrial countries, this marketing model has increasingly demonstrated a stronger vitality than traditional marketing methods, receiving unprecedented attention. The market size created by direct response marketing is growing at a rate ten times faster than other retail industries. In the United States, direct response marketing accounts for approximately 60% of total retail sales. In regions such as the European Union, Japan, South Korea, Hong Kong, and Taiwan in Asia, direct response marketing also dominates the retail industry. Open the door to wealth, and classic marketing works provide useful keys. The book "Direct Response Marketing" by the renowned American marketing master, Vance, has become another important work after Philip Kotler, the "father of modern marketing," because it represents the newest development trend in marketing. "Direct Response Marketing" and the marketing concepts and strategies it represents are called "a marketing revolution" by Western marketing scholars. Among various marketing models, direct response marketing originated in the United States. In recent years, in developed and emerging industrial countries, this marketing model has increasingly demonstrated a stronger vitality than traditional marketing methods, receiving unprecedented attention. The market size created by direct response marketing is growing at a rate ten times faster than other retail industries. In the United States, direct response marketing accounts for approximately 60% of total retail sales. In regions such as the European Union, Japan, South Korea, Hong Kong, and Taiwan in Asia, direct response marketing also dominates the retail industry. Direct mail advertising, direct response television advertising, telemarketing, online services, e-commerce, and other forms have permeated every aspect of human life in the 21st century. Traditional sales models, such as television and newspapers, primarily promote products in a one-way manner. Unlike this, direct response marketing emphasizes the interactivity between businesses and customers, as well as the multimedia nature of communication channels. This is a new form of production relations and a true marketing revolution. This era's characteristics present new challenges for business managers and researchers, giving rise to a new theory of direct response marketing. This book is divided into three parts. Part I: Theory, systematically elaborates on the concept, development, and future trends of direct response marketing. Part II: Practice, comprehensively describes the operational methods of direct response marketing, enabling readers to understand and master the basic principles and methods of direct response marketing. Part III: Cases, collects successful case studies of major international companies using direct response marketing in their operations, offering great reference value. During the compilation process of this book, we strive to present a comprehensive view of direct response marketing while balancing theoretical depth, knowledge, and practicality. It not only fully narrates the historical development of direct response marketing but also explores its future trends, allowing readers to grasp the essence of direct response marketing and creatively apply its principles and methods in practice. Considering the characteristics of Chinese readers, we have appropriately increased the examples of Chinese companies using direct response marketing. These cases are also highly enlightening. Joining the WTO has not only brought China affordable cars, as many imagine, but more importantly, it has brought a transformation in marketing concepts and methods. International large multinational corporations are accelerating their entry into China. Are we ready? How can we achieve competitive advantages with advanced marketing concepts?