Exploring direct marketing:
Gespeichert in:
| Beteiligte Personen: | , , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
London [u.a.]
Internat. Thomson Business Press
1999
|
| Ausgabe: | 1. ed. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021930295&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XX, 492 S. Ill., graph. Darst., Kt. |
| ISBN: | 1861524021 |
Internformat
MARC
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| 245 | 1 | 0 | |a Exploring direct marketing |c Lisa O'Malley ; Maurice Patterson ; Martin Evans |
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| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-021930295 | |
Datensatz im Suchindex
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|---|---|
| adam_text | Table of Contents
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Dedications ix
Preface xi
Acknowledgements xiii
List of Figures xv
List of Tables xvii
Foreword xix
1 The Rise of Direct Marketing 1
Introduction 4
The Origins of Direct Marketing 4
What is Direct Marketing? 6
The Growth of Direct Marketing in the UK 9
Case Study: First Direct: The Immaculate Conception 27
Review questions 30
Discussion questions 30
References 30
Further reading 31
2 Planning for Direct Marketing 33
¦ The Importance of Planning 3 5
The Direct Marketing Planning Process 36
Case Study: Virgin Direct 67
Review questions 69
Discussion questions 69
References 70
Further reading 71
3 Segmentation and Direct Marketing 73
~-* Introduction 75
From Mass Production to Mass Customization 76
Bases for Segmentation 77
Targeting 102
Positioning 1 7
Conclusions H
Case Study: Compton Woodhouse: The China Syndrome 111
Review questions 113
Discussion questions 11 3
References 11 3
Unr-tVi^r rf»aHinp 11 S
VI Exploring Direct Marketing
A The Marketing Database 117
-*¦ Case Study: Mercury Communications and Database
Marketing 119
Introduction 121
Database Marketing: An Overview 122
Database Basics 123
In House or Outsourced? 126
Populating the Database 127
Database Maintenance 139
Database Analysis 146
Case Study: Parlez-vous Database? 152
Strategic and Tactical Use of Databases 164
Conclusions 167
Case Study: Scandinavian Seaways 167
Review questions 169
Discussion questions 169
References 170
Further reading 171
C Market Research and Testing 173
^ Introduction 175
Case Study: The Brains Trust 176
The Marketing Research Process 178
Conclusions 238
Case Study: Ford Opts to Keep It Simple 238
Case Study: Vauxhall s Relaxing Approach 239
Review questions 240
Discussion questions 240
References 240
Further reading 241
6 Customer Acquisition, Retention and
Loyalty 243
Introduction 246
Customer Acquisition 246
Customer Retention 251
Conclusion 266
Case Study: The Thoughtful Supermarket Loyalty
Scheme 267
Review questions 269
Discussion questions 269
References 2 70
Further reading 271
7 Relationship Marketing 2 73
Introduction 276
What Is Relationship Marketing? 276
Organizing for a Relationship Marketing Strategy 283
Implementing Relationship Marketing 291
Table of Contents vii
Other Issues to Consider in Implementing a Relationship
Marketing Strategy 294
Conclusion 297
Review questions 298
Discussion questions 298
References 298
Further reading 300
C? Direct Marketing Media 301
*-* Addressable Media 303
Unaddressable Media 315
New Media 319
Case Study: Television Personality - Mitsubishi 322
Review questions 323
Discussion questions 323
References 32 3
Further reading 324
Q The Internet 325
~* Case Study: Uploaded Cuts Back on Words. But Not
Content 327
An Overview of the Internet, its Origins and Features 327
Conclusion 349
Case Study: The Big Boys: US Full-service Sites 350
Review questions 3 50
Discussion questions 351
References 3 51
Further reading 352
1 f Creativity, Production and
1 U Fulfilment 3 5 3
Case Study: Critique: Rory Sutherland 355
Introduction 3 56
The Importance of Understanding the Audience 358
Using the Hierarchy of Effects 360
Moral Principles, Emotions and Logic 372
Symbolism 375
Deciding Upon Visual and Verbal Elements 377
Production 378
Fulfilment 380
Conclusions 384
Case Study: Planning Screws You Up 385
Review questions 385
Discussion questions 386
References 386
Further reading 388
1 1 The Law of Direct Marketing 389
A A. Introduction 391
Vlii Exploring Direct Marketing
Where Does the Law Come From? 392
Description of Goods and Services 393
Promotions 399
Database Lists 402
The Protection of Individuals 405
Case Study: Direct Marketing: Data Law Requires
Industry Scrutiny 406
Case Study: Industry faces £lbn Bill for Changes to
Data Law 407
The Internet 410
Conclusion 413
Case Study: A Racket about Data Protection 413
1 y Direct Marketing and Social
x ** Responsibility 417
Marketing as a Societal Enterprise 419
Case Study: Before All the Pats on the Back Make the
Direct Marketing Industry Over-confident, there are
some Serious Issues that Need to be Addressed 421
Privacy Issues 422
Privacy s Antecedents 429
Other Issues 436
Case Study: There Should be a New Data Principle in
Business 438
Facing the Challenge 439
Case Study: Taking on the Big Boys: Opt-in or
Opt-out? 443
Review questions 443
Discussion questions 444
References 444
Further reading 445
I 1? Cases and Clippings 447
-*- -^ Case Study: Range Rover 449
Case Study: Attention Seeking 454
Case Study: Dawning of a New Daewoo 456
Case Study: Scandinavian Seaways 457
Case Study: Scandinavian Seaways 465
Case Study: BMW 466
Case Study: Getting the Goods to a Global Market -
Wallace and Gromit 478
Index 481
|
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| dewey-search | 658.84 |
| dewey-sort | 3658.84 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. ed. |
| format | Book |
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| id | DE-604.BV026348361 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T15:02:51Z |
| institution | BVB |
| isbn | 1861524021 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-021930295 |
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| physical | XX, 492 S. Ill., graph. Darst., Kt. |
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| publishDateSearch | 1999 |
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| publisher | Internat. Thomson Business Press |
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| spellingShingle | O'Malley, Lisa Patterson, Maurice Evans, Martin Exploring direct marketing Direktmarketing (DE-588)4012421-6 gnd |
| subject_GND | (DE-588)4012421-6 |
| title | Exploring direct marketing |
| title_auth | Exploring direct marketing |
| title_exact_search | Exploring direct marketing |
| title_full | Exploring direct marketing Lisa O'Malley ; Maurice Patterson ; Martin Evans |
| title_fullStr | Exploring direct marketing Lisa O'Malley ; Maurice Patterson ; Martin Evans |
| title_full_unstemmed | Exploring direct marketing Lisa O'Malley ; Maurice Patterson ; Martin Evans |
| title_short | Exploring direct marketing |
| title_sort | exploring direct marketing |
| topic | Direktmarketing (DE-588)4012421-6 gnd |
| topic_facet | Direktmarketing |
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