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| benefits of direct marketing: Direct Marketing William J. McDonald (Ph. D.), 1998 This text and disk aim to provide comprehensive coverage of direct marketing practice and techniques, exploring marketing strategy and marketing management. Ten case studies are included. |
| benefits of direct marketing: Business to Business Direct Marketing Robert W. Bly, 1998 Veteran business marketer Bob Bly unlocks the secrets behind the seven key strategies and tactics of business-to-business direct marketing. He takes the reader step-by-step through the different types of communications and media at the marketer's disposal. |
| benefits of direct marketing: Direct Marketing in Action Andrew R. Thomas, Dale M. Lewison, William J. Hauser, Linda M. Orr, 2006-11-30 In a marketplace increasingly defined by customer categories with high expectations for service, quality, and responsiveness, companies are discovering that traditional mass marketing approaches are giving way to more targeted approaches that communicate directly with their customers. But to many consumers, direct marketing has a bad reputation, associated with intrusive door-to-door salesmen, dinnertime phone solicitations, junk mail, and, most recently, e-mail spam. In Direct Marketing in Action, a team of experts in the field dispels common myths and misconceptions about direct marketing and showcases the most current practices, principles, and techniques. The authors cover the full range of issues that must be considered in developing an effective direct marketing strategy, including competitive analysis, information and data management, media and channel selection, building brand loyalty, and measuring the results of campaigns. Bridging the gap between research and practice, clearly defining terms and concepts, and featuring numerous examples, Direct Marketing in Action will serve as an essential handbook for marketers and a comprehensive overview for students, teachers, and researchers. From the dentist who sends check-up reminders to his patients to the hotel chain that customizes room amenities based on their guests' profiles, direct marketing is infused with the idea that the best allocation of our marketing dollar is one that focuses on and communicates with our particular micro market—and reinforces the distinctive benefits that we provide to those customers. In Direct Marketing in Action the authors cover the full range of issues that must be considered in developing an effective direct marketing strategy, including competitive analysis, information and data management, media and channel selection, building brand loyalty, and measuring the results of campaigns. Bridging the gap between research and practice, clearly defining terms and concepts, featuring numerous examples, and presented in a format that can be read cover-to-cover or in modular fashion, Direct Marketing in Action will serve as an essential handbook for marketers and a comprehensive overview for students, teachers, and researchers. |
| benefits of direct marketing: Direct Marketing Management Mary Lou Roberts, Paul D. Berger, 1999 This revised te×t includes coverage of electronic commerce, database marketing and research into direct and on-line marketing. |
| benefits of direct marketing: The 1-Page Marketing Plan Allan Dib, 2021-01-25 WARNING: Do Not Read This Book If You Hate Money To build a successful business, you need to stop doing random acts of marketing and start following a reliable plan for rapid business growth. Traditionally, creating a marketing plan has been a difficult and time-consuming process, which is why it often doesn't get done. In The 1-Page Marketing Plan, serial entrepreneur and rebellious marketer Allan Dib reveals a marketing implementation breakthrough that makes creating a marketing plan simple and fast. It's literally a single page, divided up into nine squares. With it, you'll be able to map out your own sophisticated marketing plan and go from zero to marketing hero. Whether you're just starting out or are an experienced entrepreneur, The 1-Page Marketing Plan is the easiest and fastest way to create a marketing plan that will propel your business growth. In this groundbreaking new book you'll discover: - How to get new customers, clients or patients and how to make more profit from existing ones. - Why big business style marketing could kill your business and strategies that actually work for small and medium-sized businesses. - How to close sales without being pushy, needy, or obnoxious while turning the tables and having prospects begging you to take their money. - A simple step-by-step process for creating your own personalized marketing plan that is literally one page. Simply follow along and fill in each of the nine squares that make up your own 1-Page Marketing Plan. - How to annihilate competitors and make yourself the only logical choice. - How to get amazing results on a small budget using the secrets of direct response marketing. - How to charge high prices for your products and services and have customers actually thank you for it. |
| benefits of direct marketing: Magnetic Marketing Dan S. Kennedy, 2018 MAGNETIC MARKETING(R) is a radical, dramatically different sea-change in the way new customers, clients, patients or prospects are attracted and in the way products, services, businesses and practices are advertised. It is a change movement that has established itself in over 136 different niches, business categories, industries and professions, but is still also a best kept secret--its practitioners are in a secret society. It--and only it--offers real protection from commoditization, Amazon-ization, price and profit destruction. It is soundly based on well-proven strategies dating from the turn of the century to the present. No academic theories, no vague ideas, no fads. No BS! The makings of a system for your business's sustainability and growth you can rely on. It is introduced to you in this important and timely book. You have made a wise decision obtaining it. Bolt the door, put away the device and dig in! magneticmarketing.com |
| benefits of direct marketing: The Direct Mail Solution Craig Simpson, Dan Kennedy, 2014-01-28 Fact: More commerce and wealth is created by direct mail than by any other media (true before the internet and true now) Reported in 2013 as the marketing channel that delivers the best ROI for customer acquisition and retention by Target Marketing’s Seventh Annual Media Usage Forecast survey of B2C, direct mail is surprisingly outdated and under-represented on the marketing bookshelves for small business owners — authors Simpson and Kennedy change that. Millionaire-maker Dan S. Kennedy and direct mail marketing specialist Craig Simpson urge small business owners to drive the momentum built via social media and other marketing avenues into the mailboxes of their target consumers. Unlike other direct mail marketing books on the shelf that specialize in one aspect of preparing a campaign such as copywriting or design, this comprehensive solution covers all — the organizational, technical, and creative including designing, budgeting, tracking, and assessing effectiveness. Also covered is how direct mail can be used in today's online marketing funnels. Benefiting from the authors' combined 30 years in direct marketing, business owners are given the guidelines for what works and what doesn’t, illustrated by real-life business campaigns that show step-by-step how to build a results-producing promotional campaign. |
| benefits of direct marketing: Direct Marketing Margaret Allen, 1997 Marketing professionals and those studying for marketing qualifications need to have an overall understanding of the scope and potential of this area. To cater for that need, Direct Marketing offers a practical guide to the subject. Topics covered include campaign planning, database management, mailing lists and telemarketing. |
| benefits of direct marketing: International Direct Marketing Manfred Krafft, Jürgen Hesse, Jürgen Höfling, Kay Peters, Diane Rinas, 2007-10-14 This book is the first to focus exclusively on International direct marketing (IDM), integrating state-of-the-art knowledge, best practice and unique data. The first part is a comprehensive, well-structured review, covering all relevant sources from academic journals to practitioner magazines. The second part consists of best practice examples on various aspects of IDM. The third part contains a summary of a proprietary consumer study on direct marketing attitudes and affinities across 24 countries worldwide, accompanied by country-specific fact sheets for IDM campaigns. |
| benefits of direct marketing: Direct, Digital & Data-Driven Marketing Lisa Spiller, 2020-01-09 In this latest edition of her classic text, Lisa Spiller takes an insightful, in-depth look at contemporary marketing concepts, tactics, and techniques and the dynamic innovations that continue to drive and shape this multi-faceted, multi-dimensional field. Direct, Digital, and Data-Driven Marketing recognizes the growth of the various digital formats as the newest interactive channels for conducting modern marketing. But it does not overlook the traditional principles of direct marketing still relevant today. This book examines the field both as it once was and as it is evolving. With plenty of learning features online resources, the Fifth Edition provides an engaging journey, which will leave any marketing student with a thorough knowledge of how all kinds of businesses manage regular communication with their customer base and target demographic. |
| benefits of direct marketing: A comparison of the main Direct Marketing Media and their future prospects in the age of the new millennium Roman Keilhacker, 2000-06-09 Inhaltsangabe:Abstract: This liberal translation of the famous Victor Hugo quote applies to direct marketing as it exists today. Only 20 years ago, direct marketing was considered a speciality employed by book publishers, record clubs or magazine publishers seeking subscriptions. Meanwhile direct marketing has become a marketing tool utilised by more than half the U.S. Fortune 500 companies. Realising the growing importance of direct marketing in addition to traditional advertising, major advertising agencies such as Young & Rubican (Y&R) and Doyle Dane Bernbach (DDB) purchased the most famous specialised agencies in this field and worked with them to bring both general and direct marketing clients the combined expertise of both disciplines. Due to direct marketing s success it is now the basis for various subdisciplines. Database marketing, relationship marketing, one-to-one marketing, integrated marketing, and others all offer interesting extensions and variations of direct marketing s basic techniques. More and more companies, in Europe and the United States, are using direct marketing as one part of their overall marketing mix. But even with enormous advances in analytical and computer capabilities, many direct marketing attempts fail to achieve their potential or, worse, fail to work at all due to a misunderstanding of their advantages and disadvantages. Therefore the aim of this thesis will be to examine the characteristics of direct mail, outbound telemarketing and online direct marketing, and to explore their specific advantages & disadvantages in order to enable their effective utilisation in todays' business world. At the beginning of this thesis direct marketing s evolution and development over time will be analysed. The thesis continues with a description of these three direct marketing media and an evaluation of their respective advantages and disadvantages under the headings of communication, privacy, design and media. These four categories have been chosen, because they are the most important elements for the future of successful direct marketing. After analysing the current situation the future prospects of the three direct marketing media will be demonstrated by examining how their various characteristics fit into the future. Finally a case study was conducted to determine to which degree the analysed arguments were applicable. This is examined in the case of Roba Baumann GmbH, a wholesaler which produces children s [...] |
| benefits of direct marketing: Direct Selling For Dummies Belinda Ellsworth, 2015-10-12 Become a direct sales success story with this insider guide to making it big Direct Selling For Dummies is the perfect resource for anyone involved or interested in direct sales. Written by a 35-year veteran of this booming industry, this useful guide teaches you everything you need to know to achieve and maintain lasting success. You'll learn the insider tips that only the pros know, and how to structure your business, your time, and your customer relationships to optimize sales and achieve your goals. Compare party plans, multi-level marketing, and hybrid models to see where your talents fit best, and discover the most effective ways to promote your products and get people interested. You'll leverage social media as one of the most powerful tools in modern sales, and gain new ideas for recruiting, booking, and time management. With clear guidance and a fun, friendly style, this book gives you the strategies you need to be a direct sales success. The direct sales industry is going strong, with more participants now than any time in the past, yet with less face-to-face engagement. Businesses are operating online, people are shopping online, and more people are recruiting through platforms like social media. If you hope to be a direct sales success, now is the time to get up to speed on what that means today. This book shows you everything you need to know, and gives you the tools you need to put your ideas into action. Choose the right direct sales model Secure bookings and manage your time Recruit and drive interest in the product and company Harness the power of social media to make sales Direct sales can be your ticket to independence. Stop punching the clock and become your own boss — and watch your income grow. With Direct Selling For Dummies, you'll have the skills and information you need to be a success. |
| benefits of direct marketing: Successful Direct Marketing Methods Bob Stone, 1984 |
| benefits of direct marketing: Exploring benefits of E-mail Marketing compared to traditional Direct Mail Melis Ceylan, 2008-02-18 Seminar paper from the year 2007 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: MA, Bournemouth University, language: English, abstract: Introduction In the UK, slightly different definitions of direct marketing are made than the ones accepted by the US Direct Marketing Association (DMA). In the UK, it is a method of marketing which develops a direct relationship between the company and its customers in an individual base. Whereas, Stone and Jacobs (2001) define direct marketing as an interactive system of marketing, to effect a response which can be measured, recorded and analyzed on a database for further use. Roberts and Berger (1989) also affirm that it is an interactive system because both the marketer and the customer communicate with each other. In addition to this, the marketer gives a chance to the individual to respond and gets feedback from the individual. According to Roberts and Berger (1989), the measurability of direct marketing activities is very important. This can be obtained through the opportunity that the particular communication which develops a response from the individual can be identified. Moreover, the contact can be carried through any communications media. As Stone and Jacobs (2001) acknowledge, direct mail is just one of the media which is used for direct marketing among a wide range of other alternatives such as TV, radio, magazines and telephone. With the advent of internet, e-mail has become a new communication channel which is quicker, easier and cheaper. In addition to these, it is mostly interpreted as a media, which can gather more responses and these responses can be measured more easily (Tapp, 2000). |
| benefits of direct marketing: Optimal Database Marketing Ronald G Drozdenko, Perry D Drake, 2002-03-26 Destined to be the definitive guide to database marketing applications, analytical strategies and test design. - Brian Kurtz, Executive Vice President, Boardroom Inc., 2000 DMA List Leader of the Year and DMA Circulation Hall of Fame Inductee This book is well written with interesting examples and case studies that both illustrate complex techniques and tie the chapters together. The level of detail and treatment of statistical tools and methods provides both understanding and enough detail to begin to use them immediately to target marketing efforts efficiently and effectively. It is perfect for a course in database marketing or as a handy reference for those in the industry. - C. Samuel Craig, New York University, Stern School of Business This book should be studied by all who aspire to have a career in direct marketing. It provides a thorough overview of all essential aspects of using customer databases to improve direct marketing results. The material is presented in a style that renders even the technical subjects understandable to the novice direct marketer Kari Regan, Vice President, Database Marketing Services, The Reader′s Digest Association Finally, practical information on database marketing that tackles this complex subject but makes it clear enough for the novice to understand. This book serves as more than a primer for any senior manager who needs to know the whole story. As one who has spent over 20 years of his career involved in publishing and database marketing, I have a real appreciation for how difficult it is to explain the finer points of this discipline, while keeping it understandable. This book does that admirably. Well done! - Patrick E. Kenny, Executive Vice President, Qiosk.com This book is especially effective in describing the breadth and impact of the database marketing field. I highly recommend this book to anyone who has anything to do with database marketing! -- works in or with this dynamic area. - Naomi Bernstein, Vice President, BMG Direct Ron Drozdenko and Perry Drake have written a guide to database marketing that is thorough and that covers the subject in considerable depth. It presents both the concepts underlying database marketing efforts and the all-important quantitative reasoning behind it. The material is accessible to students and practitioners alike and will be an important contribution to improved understanding of this important marketing discipline. Mary Lou Roberts, Boston University and author of Direct Marketing Management I think it is a terrific database marketing book, it′s got it all in clear and logical steps. The benefit to the marketing student and professional is that complex database concepts are carefully developed and thoroughly explained. This book is a must for all marketing managers in understanding database issues to successfully manage and structure marketing programs and achieve maximum results. - Dante Cirille, DMEF Board Member and Retired President, Grolier Direct Marketing An excellent book on the principles of Direct Marketing and utilization of the customer database to maximize profits. It is one of the best direct marketing books I have seen in years in that it is broad with specific examples. I am going to require new hires to read this (book) to get a better understanding of the techniques used in Database Marketing. - Peter Mueller, Assistant Vice President of Analysis, Scholastic, Grolier Division This is an amazingly useful book for direct marketers on how to organize and analyze database information. It′s full of practical examples that make the technical material easy to understand and apply by yourself. I strongly recommend this book to direct and interactive marketers who want to be able to perform professional database analyses themselves, or be better equipped to review the work of analysts. - Pierre A. Passavant, Professor of Direct Marketing, Mercy College and Past Director, Center for Direct Marketing, New York University The most useful database marketing reference guide published today. The authors do an excellent job of laying out all the steps required to plan and implement an effective database marketing strategy in a clear and concise manner. A must have for academics, marketing managers and business executives. - Dave Heneberry, Director, Direct Marketing Certificate programs, Western Connecticut State University and Past Chair, Direct Marketing Association This book is essential for all direct marketers. It serves as a great introduction to the technical and statistical side of database marketing. It provides the reader with enough information on database marketing and statistics to effectively apply the techniques discussed or manage others in the environment - Richard Hochhauser, President, Harte-Hanks Direct Marketing Ronald G. Drozdenko, Ph.D., is Professor and Chair of the Marketing Department, Ancell School of Business, Western Connecticut State University. He is also the founding Director of the Center for Business Research at the Ancell School. He has more than 25 years of teaching experience. The courses he teaches include Strategic Marketing Databases, Interactive/Direct Marketing Management, Product Management, Marketing Research, and Consumer Behavior. He is collaborating with the Direct Marketing Education foundation to develop a model curriculum for universities pursing the area of interactive or direct marketing. Working with an advisory board of industry experts, he co-developed the Marketing Database course in model curriculum. Dr. Drozdenko has co-directed more than 100 proprietary research projects since 1978 for the marketing and research and development of several corporations, including major multinationals. These projects were in the areas of strategic planning, marketing research, product development, direct marketing, and marketing database analysis. He also has published several articles and book chapters. He holds a Ph.D. in Experimental Psychology from the University of Missouri and is a member of the American Marketing Association, the Society for Consumer Psychology, and the Academy of Marketing Sciences. He is also the co-inventor on three U.S. patents. Perry D. Drake has been involved in the direct marketing industry for nearly 15 years. He is currently the Vice President of Drake Direct, a database marketing consulting firm specializing in response modeling, customer file segmentation, lifetime value analysis, customer profiling, database consulting, and market research. Prior to this, Perry worked for approximately 11 years in a variety of quantitative roles at The Reader′s Digest Association, most recently as the Director of Marketing Services. In addition to consulting, Perry has taught at New York University in the Direct Marketing Master′s Degree program since Fall, 1998, currently teaching Statistics for Direct Marketers and Database Modeling. Perry was the recipient of the NYU Center for Direct and Interactive Marketing′s 1998-1999 Outstanding Master′s Faculty Award. Perry also lectures on testing and marketing financials for Western Connecticut State University′s Interactive Direct Marketing Certificate Program. Along with Ron, he is collaborating with the Direct Marketing Education Foundation to develop a model curriculum for universities pursuing the area of interactive or direct marketing. Perry earned a Masters of Science in Applied Statistics from the University of Iowa and a Bachelor of Science in Economics from the University of Missouri. The book evolved from an outlined developed by an advisory board of industry experts that was established by the Direct Marketing Educational Foundation. Contemporary direct marketing and e-commerce could not exist without marketing databases. Databases allow marketers to reach customers and cultivate relationships more effectively and efficiently. While databases provide a means to establish and enhance relationships, they can also be used incorrectly, inefficiently, and unethically. This book looks beyond the temptation of the quick sale to consider the long-term impact of database marketing techniques on the organization, customers, prospective customers, and society in general. Ron Drozdenko and Perry Drake help the reader gain a thorough understanding of how to properly establish and use databases in order to build strong relationships with customers. There is not another book on the market today that reveals the level of detail regarding database marketing applications - the how′s, why′s and when′s. Features/Benefits: Draws on numerous examples from real businesses Includes applications to all direct marketing media including the Internet Describes in step-by-step detail how databases are developed, maintained, and mined Considers both business and social issues of marketing databases Contains a sample database allowing the reader to apply the mining techniques Offers access to comprehensive package of academic support materials |
| benefits of direct marketing: How to Make Real Money Selling Books Brian Jud, 2008-11 The worldwide book market generates almost $90 billion annually, and more than half of those sales are made in non-bookstore outlets such as discount stores, airport shops, gift stores, supermarkets, and warehouse clubs. How to Make Real Money Selling Books provides a proven strategy for selling books to these enterprises. You will learn about developing a product strategy, conducting test marketing, contacting prospective buyers, promoting your product, selling to niche markets, and much, much more. |
| benefits of direct marketing: Profitable Direct Marketing Jim Kobs, 1992 Jim Kobs is a respected leader in the field of direct marketing, a strategic thinker, an effective teacher/lecturer, an award-winning creative thinker, a noted author and a good friend. Profitable Direct Marketing incorporates the wisdom of his years of experience and is an important addition to the library of every serious direct marketer. -- Jonah Gitlitz President Direct Marketing Association, Inc. This eagerly awaited new edition provides the know-how needed by every advertising, promotion and direct marketing manager who wants to succeed in the age of the individual. Highly recommended for both the basics and its advanced strategic insights. -- Stan Rapp Coauthor of MaxiMarketing Like Jim Kobs himself, his book is so wise, so clear, so well-organized, and so knowledgeable, I can't imagine a better place to get a broad grasp of the direct marketing of today and tomorrow. -- Thomas L. Collins Coauthor of MaxiMarketing Before you spend another dime to promote your product or service, you should read Jim Kobs' book to ensure that you are maximizing your investment. Getting the most out of direct marketing requires not only careful planning and execution, but rigorous analysis. Jim Kobs shows you how to do it, from start to finish. -- John Schlactenhaufen Vice President Sales &Marketing Dictaphone Corporation Jim Kobs covers it all . . . . Strategy, tactics, basic rules and advanced concepts are all addressed in what is becoming a must read for anyone using or contemplating a direct marketing program. -- Stephen E. Toman Executive Vice President Grolier, Inc. Finding this book is like finding your glasses . what seemed vague and obscure becomes clear. -- Susan J.McIntyre Direct Marketing Manager NIKE, Inc. This second edition updates, reinvigorates and adds fresh knowledge and insights to Jim Kobs' masterful work. -- Barrie M. Spelling Vice President, New Business Colgate-Palmolive Company Profitable Direct Marketing is a goldmine of information for immediate (and enjoyable) reading, and is an invaluable reference source for years to come. -- Richard S. Hodgson Author of Direct Mail and Mail Order Handbook |
| benefits of direct marketing: Marketing in the Round Gini Dietrich, Geoff Livingston, 2012-04-24 Drive more value from all your marketing and communications channels--together! Demolish your silos and sync all your messaging, strategies, and tactics (really!). Optimize every medium and platform, from iPad and Facebook to TV and direct. This book is a must-read for every senior marketing, communications, and PR decision-maker. It’s not about social media. Or new (or old) media. It’s about results—and there’s only one way to get results. You must finally bite the bullet, tear down your silos, and integrate all your marketing and communications. That’s how you choose the best platforms and messages for each customer. That’s how you make research and metrics work. That’s how you overcome today’s insane levels of complexity and clutter. You’re thinking: Oh, that’s all I need to do? “Just” integrate my whole organization? Are you nuts? No. We’re not. It can be done. This book’s authors have done it. They’ve shown others how to do it. And now they’re going to show you. Step by step. Strategy. Tactics. Research. Metrics. Culture. Social. Mobile. Direct. Broadcast. Print. All of it. With you, the marketing/communications decision-maker, right at the center...right where you belong! Even now, organizational silos prevent most companies from conversing coherently with customers, delivering the right targeted messages, and building real synergies across all their marketing and communications programs. Now, Gini Dietrich and Geoff Livingston show how to finally break down those silos, bridging traditional and newer disciplines to drive more value from all of them. You’ll learn how to create a flexible marketing hub with integrated spokes including sales, PR, advertising, customer service, HR, social media, and the executive team. Then, you’ll learn how to use your hub to speak cohesively with each customer through the tools and platforms that deliver the best results at the lowest cost. Dietrich and Livingston guide you through hands-on strategic planning, illustrating key points with real case studies and offering practical exercises for applying their principles. You’ll learn how to perform baseline analyses of media from iPad apps to radio, optimize resource allocation, change culture to overcome siloed behavior, use measurement to clear away obstacles, and gain more value from every marketing investment you make. Pull it all together--finally! How to successfully integrate your tactics, tools, messages, and teams Better goals, better results: beyond “SMART” to “SMARTER” Specific, measurable, attainable, relevant, time-bound, evaluate, and reevaluate Better listening: stakeholders, customers, and research that works How to make sure you hear what really matters Four powerful ways to market in the round When to go direct, come from above, use the groundswell, or execute flanking maneuvers |
| benefits of direct marketing: Digital and Social Media Marketing Nripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, Yogesh K. Dwivedi, 2019-11-11 This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing. |
| benefits of direct marketing: Successful Direct Marketing Methods Bob Stone, 1988 This newly revised and expanded edition of direct marketing's classic work takes the reader step-by-step through the entire direct marketing process - from the why's and how's of successful creative to the business side of profitable direct marketing to the new world of interactive media and relational databases. All media are covered, including the traditional areas of print, broadcast, co-op, and telemarketing, as well as the new electronic and interactive media. |
| benefits of direct marketing: Achieve More, Succeed Faster Deepak Bajaj, Learn how Direct Selling has empowered millions of people to enjoy the 31 essential elements for a good life. This book is full of ideas, skills, tools and solutions that will enlighten, inspire and empower you to build your dream life. Get tools that you can instantly apply to enhance your success and quality of life. There are solutions and breakthrough ideas that will propel you faster to the life you aspire to live. It's like wisdom of a lifetime brought to you in an easy to understand and simple to apply format. Achieve More, Succeed Faster will teach you how to: - Create financial freedom and passive income - Make a 5 step Masterplan to help you achieve your goal - Enjoy lasting happiness and fulfillment - Earn millions while doing what you love to do - Help others to fulfil their dreams - Change habits and break old patterns of behavior - Build a life that is spiritually uplifting - Be a great leader and magnify your influence - Build an empowering circle of friends - Rise faster in your career - Build a new empowering mindset - Be resilient and maintain composure in the face of difficulties This book is also recommended for people who are not into the Direct Selling business but want to understand the real nitty-gritty of this business. |
| benefits of direct marketing: Direct Marketing Today , 2000 |
| benefits of direct marketing: Advertising and Integrated Brand Promotion Thomas C. O'Guinn, Chris T. Allen, Richard J. Semenik, 2006 ADVERTISING AND INTEGRATED BRAND PROMOTION, 4th Edition is highly visual and provides an integrated learning experience for the student. The new edition continues the tradition of delivering a solid understanding of advertising strategy, through a clearly written text as well as through the most contemporary ads. The table of contents follows the same process as an advertising agency. Like other aspects of business, good advertising is the result of hard work and careful planning. The new edition of Advertising and Integrated Brand Promotion illustrates how to best accomplish this. |
| benefits of direct marketing: No B.S. Direct Marketing Dan S. Kennedy, 2013-04-01 Kennedy dares marketers to dramatically simplify their marketing, refocusing on what works. Updated to address the newest media and marketing methods, this marketing master plan — from marketing master Kennedy—delivers a short list of radically different, little-known, profit-proven direct mail strategies for ANY business. Strategies are illustrated by case history examples from an elite team of consultants—all phenomenally successful at borrowing direct marketing strategies from the world of mail-order, TV infomercials, etc., to use in ’ordinary’ businesses including retail stores, restaurants, and sales. |
| benefits of direct marketing: Fishermen's Direct Marketing Manual Terry Lee Johnson, Torie Baker, Washington Sea Grant Program, Oregon State University. Sea Grant College Program, Alaska Sea Grant College Program, National Sea Grant Office (U.S.), United States. National Oceanic and Atmospheric Administration, 2007 |
| benefits of direct marketing: Online Marketing Richard Gay, Alan Charlesworth, Rita Esen, 2007-03-15 'Online Marketing' provides a balance between theory & practice by recognising the advantages & drawbacks of doing business online. Supported by contemporary mini-cases, case studies & expert opinion from leading practitioners, this text covers: the changing online environment, online planning and more. |
| benefits of direct marketing: The Macmillan Small Business Handbook Mark Stevens, 1988 Filled with invaluable charts, diagrams and step-by-step instructions for established business owners and first-time entrepreneurs, this book is an indispensable reference for all small-business owners. Contains information on the tax reforms of 1986. |
| benefits of direct marketing: farmer direct marketing bibliography , |
| benefits of direct marketing: Customer Relationship Management V. Kumar, Werner Reinartz, 2018-05-15 This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools and provides all the necessary steps in managing profitable customer relationships. Throughout, the book stresses a clear understanding of economic customer value as the guiding concept for marketing decisions. Exhaustive case studies, mini cases and real-world illustrations under the title “CRM at Work” all ensure that the material is both highly accessible and applicable, and help to address key managerial issues, stimulate thinking, and encourage problem solving. The book is a comprehensive and up-to-date learning companion for advanced undergraduate students, master's degree students, and executives who want a detailed and conceptually sound insight into the field of CRM. The new edition provides an updated perspective on the latest research results and incorporates the impact of the digital transformation on the CRM domain. |
| benefits of direct marketing: Direct Marketing In A Week Patrick Forsyth, 2014-06-27 Direct marketing just got easier Picking the right promotional mix is not easy. Whatever is done it must be effective, and also cost-effective, and both budgets and time are no doubt limited. Business does not arrive unbidden (or very little of it does), nor does it magically arrive just by crossing your fingers and shouting 'Promotion!'; so something must be done and time and effort must be expended to make sure it works. Even in this electronic age, direct mail remains a popular form of promotion. It can certainly find and hold customers and do so cost-effectively too. But, you may have noticed, it does not have the best image - the words 'junk mail' are frequently used in relation to direct mail offerings! However, used carefully, it can work for seller and buyer alike. This book sets out how to utilize direct marketing formaximum benefit for both. If you position the use of direct mail effectively within the totality of your promotional mix, and make it work well - and that means systematically making sure that every element of it works well, from a letter and brochure to an envelope and much more - it can be an important part of your business generating process. In this book, in seven succinct chapters,we review how to make that so. Each of the seven chapters in Direct Marketing In A Week covers a different aspect: - Sunday: The recipients: database considerations - Monday: The core elements of direct mail - Tuesday: The component mix - Wednesday: Creatively enhancing persuasiveness - Thursday: Follow-up activity - Friday: Email approaches: as easy as 'click' - Saturday: Future campaigns |
| benefits of direct marketing: Ask a Manager Alison Green, 2018-05-01 From the creator of the popular website Ask a Manager and New York’s work-advice columnist comes a witty, practical guide to 200 difficult professional conversations—featuring all-new advice! There’s a reason Alison Green has been called “the Dear Abby of the work world.” Ten years as a workplace-advice columnist have taught her that people avoid awkward conversations in the office because they simply don’t know what to say. Thankfully, Green does—and in this incredibly helpful book, she tackles the tough discussions you may need to have during your career. You’ll learn what to say when • coworkers push their work on you—then take credit for it • you accidentally trash-talk someone in an email then hit “reply all” • you’re being micromanaged—or not being managed at all • you catch a colleague in a lie • your boss seems unhappy with your work • your cubemate’s loud speakerphone is making you homicidal • you got drunk at the holiday party Praise for Ask a Manager “A must-read for anyone who works . . . [Alison Green’s] advice boils down to the idea that you should be professional (even when others are not) and that communicating in a straightforward manner with candor and kindness will get you far, no matter where you work.”—Booklist (starred review) “The author’s friendly, warm, no-nonsense writing is a pleasure to read, and her advice can be widely applied to relationships in all areas of readers’ lives. Ideal for anyone new to the job market or new to management, or anyone hoping to improve their work experience.”—Library Journal (starred review) “I am a huge fan of Alison Green’s Ask a Manager column. This book is even better. It teaches us how to deal with many of the most vexing big and little problems in our workplaces—and to do so with grace, confidence, and a sense of humor.”—Robert Sutton, Stanford professor and author of The No Asshole Rule and The Asshole Survival Guide “Ask a Manager is the ultimate playbook for navigating the traditional workforce in a diplomatic but firm way.”—Erin Lowry, author of Broke Millennial: Stop Scraping By and Get Your Financial Life Together |
| benefits of direct marketing: Permission Marketing Seth Godin, 1999-07-14 The man Business Week calls the ultimate entrepreneur for the Information Age explains Permission Marketing—the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it. Whether it is the TV commercial that breaks into our favorite program, or the telemarketing phone call that disrupts a family dinner, traditional advertising is based on the hope of snatching our attention away from whatever we are doing. Seth Godin calls this Interruption Marketing, and, as companies are discovering, it no longer works. Instead of annoying potential customers by interrupting their most coveted commodity—time—Permission Marketing offers consumers incentives to accept advertising voluntarily. Now this Internet pioneer introduces a fundamentally different way of thinking about advertising products and services. By reaching out only to those individuals who have signaled an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness—and greatly improve the chances of making a sale. |
| benefits of direct marketing: Marketing Karl Moore, Niketh Pareek, 2006 The difficulties of marketing in the 21st Century are real and tangible. Which new strategy? How is success measured? Is this strategy harmonious with the corporate strategy? Customers are more sophisticated, less brand-loyal and more price sensitive. Moore and Pareek offer a way round this international minefield by creating a book that fulfils the need for management in an international context. The basic functions of marketing are explained, the role in corporate decision making examined and the importance of competitive strategies are addressed. The books addresses the following areas: *what is marketing *marketing as part of the firm's corporate strategy *the marketing mix, the 5 ps - product, pricing, promotion, place and people * STP - segmentation, targeting and positioning *Market research *Culture The book is ideal for any student, or practitioner wanting to learn the fundamentals of marketing applied in a global context. |
| benefits of direct marketing: The New Integrated Direct Marketing Mike Berry, 1998 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. |
| benefits of direct marketing: Marketing Communications John R Rossiter, Larry Percy, Lars Bergkvist, 2018-08-21 Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan. The new SAGE Marketing Communications textbook is a contemporary evolution of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which at its peak was adopted by six of the top 10 U.S. business schools – Stanford, Wharton, Columbia, Berkeley, UCLA, and Northwestern – as well as by the London Business School, Oxford’s Said Business School, and by most of the top business schools in Europe such as Erasmus University Rotterdam, INSEAD, and the Stockholm School of Economics. Key features include: An author analytical approach with checklist frameworks in chapters, providing students with a systematic guide to doing marketing communications. A managerial perspective, helping students to become a marketing manager and study as though they are in the role. Coverage of key new marketing communications topics such as branding and social media. In each of the end-of-chapter questions there are mini-cases that involve real brands, and the numerous examples throughout the text refer to globally known brands such as Gillette, Mercedes, Revlon, and Toyota. The book is supported by online instructor resources, including PowerPoint slides and teaching outlines for each chapter, multiple choice exam questions and answers, team project templates, true and false quizzes and answers, and an instructor manual. Suitable for Marketing Communications and Advertising & Promotion modules at UG and PG levels. |
| benefits of direct marketing: Direct Marketing Roddy Mullin, 2002 Direct marketing is widely acknowledged as one of the most popular and effective marketing communications tools. Marketing professionals, and those studying for marketing qualifications, need to have an overall understanding of the scope and potential of this whole area. |
| benefits of direct marketing: The Advertising Solution Craig Simpson, 2016-10-17 Love it or hate it, advertising remains a key component in acquiring customers and nurturing brand engagement. Distilling the wisdom of the world’s greatest advertisers, direct marketing expert Craig Simpson delivers an education on how to create best-in-class direct marketing and advertising copy that creates brand awareness, sells products, and keeps customers engaged. He takes readers through basic principles and time-tested methods of creating effective ad copy that increases profits. Dissecting the principles of legendary marketers like Robert Collier, Claude Hopkins, John Caples, and David Ogilvy, the reader will find applications to modern digital marketing, direct marketing, and inspiration for headline writing and beyond. |
| benefits of direct marketing: Marketing Philip Kotler, Suzan Burton, Kenneth Deans, Linen Brown, Gary Armstrong, 2015-05-20 The ultimate resource for marketing professionals Today’s marketers are challenged to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives in a dynamic world. Marketing, in its 9th Australian edition, continues to be the authoritative principles of marketing resource, delivering holistic, relevant, cutting edge content in new and exciting ways. Kotler delivers the theory that will form the cornerstone of your marketing studies, and shows you how to apply the concepts and practices of modern marketing science. Comprehensive and complete, written by industry-respected authors, this will serve as a perennial reference throughout your career. |
| benefits of direct marketing: Direct Marketing for Nonprofits Kay Partney Lautman, 2001 In this easy-to-read guide, a renowned direct-response fundraising consultant maps out everything you need to know to prospect, renew memberships, conduct house appeals, develop monthly donor programs, use telemarketing, create donor clubs, launch capital campaigns, and more! Direct Marketing for Nonprofits shows you exactly how to create that touch by helping you master: The best approaches for your nonprofit Techniques proven to boost response Tips for making the most from your budget Tactics for smooth production, printing and mailing How to analyze results and use testing to strengthen results the right role For The Internet in your fundraising media mix What direct mail and marketing can and can't accomplish |
| benefits of direct marketing: MBA in Marketing - City of London College of Economics - 10 months - 100% online / self-paced City of London College of Economics, Overview An MBA in Marketing (or Master of Business Administration) is a degree that will prepare you for leading positions in marketing such as Chief Marketing Officer. Content - What is Marketing? - Marketing Management - Marketing Management Philosophies - Marketing Challenges into the Next Century - Marketing and Society: Social Responsibility and Marketing Ethics - Social Criticisms of Marketing - Citizen and Public Actions to Regulate - Business Actions Towards Socially Responsible - Principles for Public Policy Towards Marketing - Strategic Marketing Planning - The Global Market Place - Business Markets and Business Buyer Behaviour - Market Information and Marketing Research - Core Strategy - Digital Marketing Strategy - Customer Relationship Management - E-Commerce - Fundamentals of Management - And many more Duration 10 months Assessment The assessment will take place on the basis of one assignment at the end of the course. Tell us when you feel ready to take the exam and we’ll send you the assignment questions. Study material The study material will be provided in separate files by email / download link. |
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