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Direct Marketing Management

by Roberts, Mary Lou
Berger, Paul D.

  • ISBN: 9780130804341
  • ISBN10: 0130804347

Direct Marketing Management

by Roberts, Mary Lou
Berger, Paul D.

  • List Price: $128.67
  • Binding: Hardcover
  • Edition: 2
  • Publisher: Prentice Hall
  • Publish date: 02/23/1999
  • ISBN: 9780130804341
  • ISBN10: 0130804347
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Description: 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.
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