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Author: Edward L. Nash Publisher: McGraw-Hill Companies ISBN: 9780070460324 Category : Business & Economics Languages : en Pages : 520
Book Description
This step-by-step book explains everything you need to succeed in every aspect of DM - from writing a basic marketing plan to writing direct mail copy, from planning an offer to planning a layout, from designing the product to evaluating the bottom-line results. You'll discover new analytical methods for forecasting and list selection, as well as expert guidance on using and budgeting for DM as part of an overall advertising mix. Direct marketing has earned its place in the forefront of advertising and distribution. Use it and grow with it! All the guidance you need is here in Direct Marketing. To reap the full profit potential of direct marketing, advertisers must keep on top of the latest changes in this fast-moving field without losing sight of the basics. Ed Nash's classic Direct Marketing shows how to do it all, do it well, and do it profitably. Thoroughly revised and updated, this renowned guide to the art and science of direct marketing now includes in-depth information on database marketing - the key to new applications in packaged goods, automotive, and all "general" advertising. DM guru Nash also puts advertisers into the fast lane of the emerging information superhighway with his thorough coverage of computer- and video-based interactive marketing. And if you're considering infomercials, you'll learn all about producing, testing, and fulfilling orders through this specialized media format.
Author: Edward L. Nash Publisher: McGraw-Hill Companies ISBN: 9780070460324 Category : Business & Economics Languages : en Pages : 520
Book Description
This step-by-step book explains everything you need to succeed in every aspect of DM - from writing a basic marketing plan to writing direct mail copy, from planning an offer to planning a layout, from designing the product to evaluating the bottom-line results. You'll discover new analytical methods for forecasting and list selection, as well as expert guidance on using and budgeting for DM as part of an overall advertising mix. Direct marketing has earned its place in the forefront of advertising and distribution. Use it and grow with it! All the guidance you need is here in Direct Marketing. To reap the full profit potential of direct marketing, advertisers must keep on top of the latest changes in this fast-moving field without losing sight of the basics. Ed Nash's classic Direct Marketing shows how to do it all, do it well, and do it profitably. Thoroughly revised and updated, this renowned guide to the art and science of direct marketing now includes in-depth information on database marketing - the key to new applications in packaged goods, automotive, and all "general" advertising. DM guru Nash also puts advertisers into the fast lane of the emerging information superhighway with his thorough coverage of computer- and video-based interactive marketing. And if you're considering infomercials, you'll learn all about producing, testing, and fulfilling orders through this specialized media format.
Author: Edward L. Nash Publisher: McGraw Hill Professional ISBN: 9780071352871 Category : Business & Economics Languages : en Pages : 650
Book Description
Thoroughly revised and updated, this direct marketing reference now includes in-depth information on Internet marketing, increased coverage of telemarketing, database marketing, infomercials and alternative media.
Author: Girish P. Jakhotiya Publisher: CRC Press ISBN: 1482218747 Category : Business & Economics Languages : en Pages : 297
Book Description
Although there are countless books available on strategic management, there are few, if any, that supply practical coverage of strategic planning, execution, and measurement—until now. Considering the entire value chain, this book covers the complete process of strategic planning, execution, and measurement. Based on three decades of field-tested experience, Strategic Planning, Execution, and Measurement (SPEM): A Powerful Tool for CEOs provides both a consultant’s view and an entrepreneurial approach to strategic planning, execution, and measurement. Walking you through the process, it begins by defining world-class status, visions, missions, business models, and value chains. Next, it discusses the two most important prerequisites of strategic planning and includes a questionnaire to help you evaluate operations, systems, and structure in your organization. The book provides a matrix of 25 parameters for assessing the status of your organization that can help to pinpoint the perceptional gaps between top executives and owners. It includes a strategy bank with 150 generic strategies in the five performance areas of business and identifies methods for monitoring strategy execution that provide early warning signals. It also introduces the Entrepreneurial Score Card, a tool for improving the impact of strategic planning and execution in your organization. Detailing the structure and preparation process for the strategic plan, the book illustrates the financial impact of strategy execution and explains the various financial monitoring parameters used in the performance cards of individual employees. It concludes by describing an entrepreneurial approach to strategic planning and with a comprehensive case study that illustrates the entire strategy formulation process and its conversion into an annual budget. This book is ideal for CEOs, CFOs, COOs, business owners, heads of business verticals, heads of corporate planning or strategy, functional heads, teachers, students, and practicing consultants in the area of strategic planning.
Author: Daniel J. Polito Publisher: iUniverse ISBN: 0595317871 Category : Business & Economics Languages : en Pages : 289
Book Description
There are many books available on the technical theories that underlie direct marketing methods. This is not one of them! With The Direct Marketing Cookbook you will acquire the skill and knowledge needed to create successful direct marketing programs that garner profitable responses. Discover how to identify and create offers that sell, contact potential customers without being bothersome, gather needed customer information, turn responses into sales, and even how to dominate the marketplace in your industry. The Direct Marketing Cookbook teaches and guides both professionals and those responsible for marketing their businesses, how to successfully plan, develop, execute and manage direct marketing programs that can build their customer base and keep customers coming back. The simple truth is that many business professionals have little or no marketing experience, especially in the complex and confusing area of direct response marketing. Yet they are constantly challenged to acquire more of the right customers if they are ever to survive these difficult times. It makes no difference whether you work at AT&T, IBM, or as a consultant with a part-time secretary; The Direct Marketing Cookbook: A Recipe for Getting and Keeping Customers will provide you with an in-depth understanding of the system and techniques needed to master the process of developing successful direct marketing programs.
Author: Mike Berry Publisher: Gower Publishing, Ltd. ISBN: 9780566079603 Category : Business & Economics Languages : en Pages : 268
Book Description
The author makes the case for direct marketing progressively dominating all marketing communications, not in terms of execution, but in attitude of mind and overall strategic viewpoint.
Author: Matthew Housden Publisher: Taylor & Francis ISBN: 1136409971 Category : Business & Economics Languages : en Pages : 356
Book Description
Direct Marketing in Practice is a practical manual for all managers and marketers getting to grips with the powerful techniques available to skilled direct marketers. The book shows how to: · Plan a direct marketing campaign · Integrate new technology with conventional direct marketing practice · Maximise the impact, efficiency and return on investment of your activites · Evaluate the success of a campaign - and improve on it next time! Accessible and illuminating, each chapter in the book includes review questions and exercises to help you practice what you have learnt. In addition, the authors have used their considerable experience in the field to assemble many examples of best practice worldwide. These place the theory in a practical, real-world context, and demonstrate what a dramatic effect direct marketing can have on sales and profitability. Those contemplating or starting a career in direct marketing will find Direct Marketing in Practice an invaluable guide to contemporary practice. It is essential reading for all undergraduate students of marketing and business, as well of those undertaking professional examinations in this area.
Author: Edward L. Nash
Author: Edward L. Nash
Author: Edward L. Nash
Author: Edward L. Nash
Author: Girish P. Jakhotiya
Author: Mary Lou Roberts
Author: Daniel J. Polito
Author: 布卢姆斯伯里出版公司
Author: Mike Berry
Author: 
Author: Matthew Housden