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- catalog abstract ""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."--BOOK JACKET.".
- catalog contributor b10344379.
- catalog created "c1997.".
- catalog date "1997".
- catalog date "c1997.".
- catalog dateCopyrighted "c1997.".
- catalog description ""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."--BOOK JACKET.".
- catalog description "sect. 1. Direct marketing and databases. The uniqueness of direct marketing -- Databases in the marketing process -- sect. 2. The media of direct marketing. New media for direct marketers -- Magazines -- Newspapers -- TV/radio -- Co-ops -- Telemarketing -- sect. 3. Strategies and objectives. Strategic business planning -- The design, use, and maintenance of databases -- The offer -- Selecting and selling merchandise and services -- Business-to-business direct marketing -- Retail direct marketing -- Managing a lead-generation program -- sect. 4. Managing the creative process. Creating direct mail packages -- Creating and managing catalogs -- Creating print advertising -- sect. 5. Testing and measuring. Mathematics of direct marketing -- Creativity and testing -- Research for direct marketers -- Appendix. Careers in direct marketing.".
- catalog extent "xiv, 545 p. :".
- catalog identifier "0844230030 (alk. paper)".
- catalog issued "1997".
- catalog issued "c1997.".
- catalog language "eng".
- catalog publisher "Lincolnwood, Ill. : NTC Business Books,".
- catalog subject "658.8/4 20".
- catalog subject "Direct marketing.".
- catalog subject "HF5415.126 .S757 1997".
- catalog tableOfContents "sect. 1. Direct marketing and databases. The uniqueness of direct marketing -- Databases in the marketing process -- sect. 2. The media of direct marketing. New media for direct marketers -- Magazines -- Newspapers -- TV/radio -- Co-ops -- Telemarketing -- sect. 3. Strategies and objectives. Strategic business planning -- The design, use, and maintenance of databases -- The offer -- Selecting and selling merchandise and services -- Business-to-business direct marketing -- Retail direct marketing -- Managing a lead-generation program -- sect. 4. Managing the creative process. Creating direct mail packages -- Creating and managing catalogs -- Creating print advertising -- sect. 5. Testing and measuring. Mathematics of direct marketing -- Creativity and testing -- Research for direct marketers -- Appendix. Careers in direct marketing.".
- catalog title "Successful direct marketing methods / Bob Stone.".
- catalog type "text".