Direct Mail Marketing

Author: Lisa D. Spiller
Publisher:
Publish Date: 2006-06-01
Features: This book is written as a university textbook for core direct marketing courses, covering all relevant knowledge of direct marketing. The design of the book also considers encouraging students to participate in interactive and innovative discussions both inside and outside the classroom. The book includes four main parts: (1) Basics: Introduction to Direct Marketing; (2) Media: Print, Mass Media, Electronic Media, and the Internet; (3) Strategy and Tactics: Execution, Research, and Rules; (4) Application: B2B Enterprises, Non-profit Organizations, and Multinational Corporations. Each chapter in these four parts covers topics such as Customer Relationship Management (CRM), Customer Lifetime Value (CLV), Market Segmentation and Target Customer Profile Description, Database Development and Application, Research and Testing, Measurability and Controllability, Innovation, Benefit-Oriented Promotion, Interactive Media Planning, and Strategic Execution. All materials in the book have been tested in the classroom, with most of the content being practically tested. Many of the theories discussed in the book have been applied in practice by the author herself. Although using this book may require some teachers to reorganize the arrangement of teaching content, the reality of direct marketing is that decisions come first, not after. Unlike language or teaching materials, Contemporary Direct Marketing is not a process that starts easy and becomes harder.