Direct marketing management:
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Upper Saddle River, NJ
Prentice Hall
1999
|
| Ausgabe: | 2. ed. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008663134&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Literaturangaben |
| Umfang: | XVIII, 447 S. graph. Darst. |
| ISBN: | 0130804347 |
Internformat
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| 245 | 1 | 0 | |a Direct marketing management |c Mary Lou Roberts ; Paul D. Berger |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Upper Saddle River, NJ |b Prentice Hall |c 1999 | |
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Datensatz im Suchindex
| _version_ | 1819370314369335296 |
|---|---|
| adam_text | Contents
Preface xvii
PART 1: THE BASIS OF DIRECT MARKETING
CHAPTER 1 Contemporary Direct Marketing 1
A Definition of Direct Marketing 2
The Special Competencies of Direct Marketing 4
Precision targeting 4
Personalization 5
Call for immediate action 5
Invisible strategies 5
Measurability 5
The Decision Variables of Direct Marketing 6
Offer 6
Creative 6
Media 6
Timing/sequencing 6
Customer service 7
Generic Objectives of Direct Marketing Programs 9
Selling products or services 9
Generating and qualifying sales leads 9
Building and maintaining customer relationships 10
The Media of Direct Marketing 11
Telephone 12
Direct mail 12
Broadcast and electronic media 13
Space advertising in print media 14
Speciality advertisements in print media 14
Specialty advertisements in various media 15
Consumer concerns about privacy 15
Direct Marketing as a Global Industry 16
Summary 18
Discussion Questions and Exercises 18
Suggested Readings 18
vii
viii Contents
CHAPTER 2 Planning a Direct Marketing Program 19
A Hypothetical, but Realistic, Example 20
The Elements of a Direct Marketing Program Plan 21
Establishing communications objectives 22
Evaluating the marketplace 23
Evaluating past performance 24
Developing the communications strategy 25
Developing creative execution and prototypes 30
Determining the budget 31
Establishing the program implementation timetable 31
Establishing program evaluation rules and methods 34
The Role of Service Agencies in Planning and Executing Direct Marketing Programs 34
Summary 35
Discussion Questions and Exercises 36
Suggested Readings 36
PART 2: DIRECT MARKETING DECISION VARIABLES
CHAPTER 3 Offer Planning and Positioning 37
Elements of the Direct Marketing Offer 37
The required elements 38
The optional elements 42
Considerations in Designing the Offer 45
Objectives and the offer 45
How many objectives of what types? 47
Designing offers for different target markets 49
Planning Offers for Multistep Programs 50
A Few More Words about Costs 51
What Motivates You to Respond? 52
The Importance of Positioning 54
Positioning alternatives 54
The process of developing a positioning strategy 56
A few last thoughts on positioning 60
Summary 61
Discussion Questions and Exercises 61
Suggested Reading 61
CHAPTER 4 Mailing Lists: Processing and Selection 62
Types of Lists 63
The List Rental Process 65
Mailer (list renter) 66
List owner 66
Contents IX
List broker 66
List compiler 66
List manager 67
Service bureau 67
List rental agreements 68
List processing 71
Data Overlay or Enhancement 72
Real world example 73
Predetermined clustering enhancement programs 74
Merge/Purge 77
Aspects of list suppression 77
Quality of merge/purge systems 78
Payment allocation to the merged (and purged) lists 81
Economics and Selection of Mailing Lists 82
Summary 84
Discussion Questions and Exercises 85
Suggested Readings 85
Appendix 85
CHAPTER 5 List Segmentation 88
Illustrating the Advantage of Segmentation 89
A simple example 89
A more detailed example 90
Factors Affecting the Benefits of List Segmentation 92
Segmentation Characteristics 93
Segmentation Techniques 94
A simple technique 95
Multiple regression analysis 96
Multiple discriminant analysis MDA) 99
Log linear modeling/logistic regression 99
Cluster analysis 101
Automatic interaction detection 101
Chi square automatic interaction detection (CHA1D) 102
Classification and regression trees (CART) 103
Neural network analysis 104
Comparison of Segmentation Techniques 105
Technique comparison study b Blattberg and Dolan 105
Technique comparison study by Carter 106
Sample size and salting study by Berger and Magliozzi 107
Stepwise regression studx by Magliozzi and Berger 108
Neural network analysis and MRA comparison study by Lix and Berger 110
Study comparing LLM and MRA for prospecting by Lix, Berger, and Magliozzi 111
Shepard s comparison of neural network analysis and logistic regression 113
X Contents
Other Considerations in Choice of Segmentation Technique 114
Summary 116
Discussion Questions and Exercises 116
Suggested Readings 116
CHAPTER 6 Creative Strategy and Execution 117
What Is Creativity and Who Has It? 118
A definition of creativity 118
The creative process 118
Developing Creative Strategies 121
The program objectives 121
Problem definition 123
Key selling concept 124
Desired action 125
Message strategy 126
Rough creative rendering 129
Program execution and evaluation 129
A final word of warning 130
Creative Execution 130
Direct response copy 131
Graphics 132
Layout 133
Evaluating the Creative Product 134
A Word about Business to Business Advertising 134
What about Creative Awards? 136
Summary 136
Discussion Questions and Exercises 137
Suggested Readings 137
CHAPTER 7 Fulfillment and Customer Service 138
Elements of Fulfillment 139
Order Form Issues 140
Receiving Orders 141
Mail orders 141
Telephone orders 142
Processing Orders 143
Inventory Policy 143
Inventory costs 144
Inventory management 145
Warehousing Issues 146
Site selection, sizing, and configuration 147
Receiving 147
Storing and stock location 148
Pirlrina 149
Contents xi
Packing 149
Shipping 149
Customer Service 150
Planning and Control 154
Data collection 154
Standards 155
Reports 156
Planning 156
Using an Outside Contactor for Fulfillment Services 156
Summary 157
Discussion Questions and Exercises 159
Suggested Readings 159
PART 3: SPECIAL TECHNIQUES OF DIRECT MARKETING
CHAPTER 8 Developing and Using Customer Databases 161
What Is a Database? 165
An Example of a Marketing Database 165
When Is a Database Cost Effective? 167
The Components of a Database Systein 169
A Definition of Database Marketing 173
Issues in Establishing a Customer Database 173
Making the Database Cost Effective 176
A Word about the Future of Database Marketing 177
Summary 178
Discussion Questions and Exercises 178
Suggested Readings 178
CHAPTER 9 Profitability and Lifetime Value 179
Revenue, Profit, and Contribution 180
Introduction to Customer Lifetime Value 180
Performance measure for profit and contribution 183
Costs 183
Illustrative example of use and misuse of fixed costs 184
Profit and Loss Statements 186
Summary 190
Discussion Questions and Exercises 191
Suggested Readings 191
Appendix: Customer Lifetime Value 192
Determination ofCLV 192
Types of customer behavior 193
Customer Lifetime Value models 1*)3
Conclusions 201
xii Contents
CHAPTER 10 Testing Direct Marketing Programs 202
What Should Be Tested? 203
Sampling 204
Estimation and Sample Size 204
Economics of Sampling 206
The Testing Process: Hypothesis Testing 208
Choose the variables to be tested 209
Set up the hypotheses 210
Choose a significance level 212
Design the test 213
Determine the sample size 213
Specify the decision rule 214
Conduct the test 214
Record the test results 215
Make the decision 215
Set of testing steps 216
The Need for Efficient Test Designs 216
One at a Time Designs versus Factorial Designs 217
Analysis of Variance 220
Sums of squares 222
Degrees of freedom 223
ANOVA summary table 224
Interpretation of the AN OVA table 226
An Example with Interaction Present 227
A Word about Testing in the Real World 230
More Sophisticated Experimental Designs 230
Summary 233
Discussion Questions and Exercises 233
Suggested Readings 233
CHAPTER 11 Business to Business Direct Marketing 234
Business to Business Direct Marketing Process 236
Lead Generation and Management Process 238
Step 1: Generating sales leads 238
Step 2: Qualifying sales leads 241
Step 3: Distributing sales leads 242
Step 4: Monitoring and tracking leads 243
Lead generation programs for dealer networks 246
The Business to Business Database 247
The media of business to business direct marketing 251
Doing business on the Web 254
The direct model 262
Summary 264
Contents xiii
Discussion Questions and Exercises 264
Suggested Readings 264
PART 4: DIRECT MARKETING MEDIA
CHAPTER 12 Developing Direct Mail Campaigns 265
Special Charactistics of Direct Mail 266
Junk Mail 267
Common direct mail formats 273
The Classic Direct Mail Package 275
The outer envelope 276
The letter 278
The brochure 281
The reply device 282
Other inserts 285
Other Aspects of Direct Mail Marketing 288
Personalization 288
Timing and sequencing of mailings 289
Scheduling execution of a mail order package 291
Working with suppliers 291
After the Successful Direct Mail Package—What Then? 294
Summary 295
Discussion Questions and Exercises 295
Suggested Readings 295
CHAPTER 13 Catalog Marketing 296
The Development of Catalog Marketing 276
The Appeal of Catalogs 299
The Crowded Catalog Marketplace 303
Developing and Marketing Catalogs 304
Developing the catalog concept 304
Defining the target market 305
Image and postitioning strategy 305
The marketing strategy 308
Merchandise selection 309
Pricing decisions 311
Customer acquisition 312
Retaining catalog customers 315
Catalog Design 317
Size of the catalog 318
Catalog format 318
Merchandise arrangement 320
Visual presentation 321
Catalog copy 322
The order form 323
xiv Contents
Producing the Catalog 323
Catalogs and Retail Stores 323
Success factors 324
Costfactors 324
Operating philosophy 325
Synergy 325
The globalization of catalog marketing 326
Reasons for catalog failure 327
Summary 327
Discussion Questions and Exercises 328
Suggested Readings 328
CHAPTER 14 Telephone Marketing 329
The Example of Grolier, Inc. 330
What Does Telemarketing Do Especially Well? 331
What Are the Potential Downsides of Telephone Marketing? 332
A Definition of Telephone Marketing 333
Acceptance of telemarketing by consumers 334
The Basic Types of Telephone Marketing 335
Scripted telephone marketing 335
Guided telephone marketing 335
Professional telephone marketing 336
Developing Telephone Marketing Programs 337
Preparing the telephone script 337
Scripts versus surveys 338
Enabling conditions for telephone marketing 338
Integrating the telephone with other media 339
Integrating the telephone with a database building program 343
Establishing an Outbound Telemarketing Program 343
Establishing an In House Telephone Marketing Center 345
Obtaining the support of top management 346
Setting goals and objectives 346
Intergrating telephone marketing with other promotional activities, including the field
sales force 347
Developing scripts and guides 347
Recruiting and training telephone personnel 347
Supervising and motivating reps 348
Integrating telephone and computer systems 349
Designing a productive work environment 351
Developing measurement systems 353
Reporting and controlling the operation 353
Global telemarketing 354
Summary 355
Contents XV
Discussion Questions and Exercises 356
Suggested Readings 356
CHAPTER 15 Direct Response in Print Media 357
Magazines as a Direct Response Medium 359
The contemporary magazine environment 359
Magazines as a mail order and lead generation medium 361
Which Magazines? 361
Circulation 361
Special services 362
Editorial policy 366
Receptivity to direct response offers 366
Which magazines . . . one more time 367
Designing and Executing Direct Response Space Ads in Magazines 367
The elements of a direct response space ad 368
Size and color 369
Timing and frequency 369
Response patterns 370
Shopping and classified pages 370
Magazines and the Internet 371
Direct Response in Newspapers 373
Newspapers as a Direct Response Medium 374
ROP Advertising in Newspapers 375
Freestanding Inserts 375
Advantages ofFSLS 376
Newspaper Supplements 376
Total Market Coverage 377
Database marketing services 377
The lifetime value of a newspaper customer 378
On line newspaper publishing 380
Summary 381
Discussion Questions and Exercises 381
Suggested Reading 381
CHAPTER 16 Direct Response in Broadcast Media 382
The Development of Direct Response Television 383
Enabling conditions for direct response television 384
When to Use Direct Response Television 385
DRTV formats 386
Media Planning for Direct Response 386
Creating Direct Response Spots 389
Testing Direct Response Spots 390
Successful use of direct response television 390
XVi Contents
Infomercials 391
Infomercial viewership and purchasing behavior 392
Product and infomercial fit 393
Planning and producing infomercials 395
The economics of infomercials 396
Examples of success 397
The future of infomercials 398
Home Shopping Channels 398
The origin of home shopping channels 398
The home shopping product mix 399
The format of home shopping channels 399
The audience for home shopping channels 401
Other home shopping channel developments 401
Direct Response Radio 402
Early direct response radio 402
Radio today 403
The radio audience 403
When to Use Direct Response Radio 405
Recent developments in direct response radio 405
Summary 407
Discussion Questions and Exercises 407
Suggested Readings 408
CHAPTER 17 Interactive Media 409
The Demographics of the Internet 410
Which Marketers Are on the Web 412
How Marketers Are Using the Web 414
The Web marketing process 414
Advertising on the Web 425
Measuring the effectiveness of Web advertising 426
Using the Web to Provide Customer Service and Support 429
Using the Internet to Sell Goods and Services 432
What Really Makes a Site Work? 434
Privacy and the Internet 435
Summary 439
Discussion Questions and Exercises 439
Selected Internet Research Sites 441
Suggested Readings 441
INDEX 443
|
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| id | DE-604.BV012739897 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T10:35:29Z |
| institution | BVB |
| isbn | 0130804347 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-008663134 |
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| owner | DE-355 DE-BY-UBR DE-703 DE-188 |
| owner_facet | DE-355 DE-BY-UBR DE-703 DE-188 |
| physical | XVIII, 447 S. graph. Darst. |
| publishDate | 1999 |
| publishDateSearch | 1999 |
| publishDateSort | 1999 |
| publisher | Prentice Hall |
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| spellingShingle | Roberts, Mary L. Berger, Paul D. Direct marketing management Direct marketing gtt Marketing direct Direct marketing Marketingmanagement (DE-588)4168907-0 gnd Direktmarketing (DE-588)4012421-6 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4012421-6 |
| title | Direct marketing management |
| title_auth | Direct marketing management |
| title_exact_search | Direct marketing management |
| title_full | Direct marketing management Mary Lou Roberts ; Paul D. Berger |
| title_fullStr | Direct marketing management Mary Lou Roberts ; Paul D. Berger |
| title_full_unstemmed | Direct marketing management Mary Lou Roberts ; Paul D. Berger |
| title_short | Direct marketing management |
| title_sort | direct marketing management |
| topic | Direct marketing gtt Marketing direct Direct marketing Marketingmanagement (DE-588)4168907-0 gnd Direktmarketing (DE-588)4012421-6 gnd |
| topic_facet | Direct marketing Marketing direct Marketingmanagement Direktmarketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008663134&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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