Direct Marketing in Action : Cutting-Edge Strategies for Finding and Keeping the Best Customers

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. 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 marketand 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. In many ways, mass marketing - broadcasting one's message to a large population of potential customers - no longer works. This book covers issues that must be considered in developing an effective marketing strategy, including competitive analysis, information and data management, building brand loyalty, and measuring the results of campaigns. In many ways, mass marketing - broadcasting one's message to a large and anonymous population of potential customers - no longer works. In a marketplace increasingly defined by customer niches with high expectations for service, quality, and responsiveness, companies are discovering that they must invest more heavily in reaching and communicating with their customers directly in order to stay competitive. But to many consumers, direct marketing has a bad reputation, associated with intrusive door-to-door salesmen, telephone cold-calling, junk mail, and, most recently, e-mail spam. In "Direct Marketing in Action", a team of experts from academia and business sets the record straight - dispelling common myths and misconceptions about direct marketing and showcasing 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 What is direct marketing? / Andrew R. Thomas and Karen Nelsen Customer analysis : the right behaviors / Deborah L. Owens and William J. Hauser Environmental analysis : identifying internal capabilities and external opportunities / Dan Rose Competitor analysis : assessing competitive formats and strategies / Linda M. Foley Data mining and profiling : the right information / Annemarie Scarisbrick-Hauser Target marketing / Deborah L. Owens and Cathy L. Martin Differentiating and positioning : formulating and implementing the right strategies / Dale M. Lewison Unique value proposition : developing and implementing the right offer / Dale M. Lewison and Mark Collins Creative marketing communications : creating and delivering the right message / William J. Hauser Direct marketing channels : selecting and employing the right media / Bruce D. Keillor Fulfillment and service : meeting and exceeding the customer's expectations / Ann Daher Fleming and Linda M. Foley Measurement and assessment : analyzing and interpreting performance results / Ann Daher Fleming and Linda M. Foley Adaptation and innovation / Linda M. Foley Ethics and professionalism / Steven Brubaker and Timothy J. Wilkinson Covering all major aspects of direct marketing, from strategy to execution, this title dispels common myths and misconceptions, and features many case studies of successful application in a wide variety of companies