Direct marketing handbook

Abstract

Part 1 Strategy, media, and planning: strategic planning overview lead generation continuity marketing subscription marketing financial services marketing fund raising third party marketing catalogue marketing business to business marketing conquest marketing customer loyalty programmes direct marketing in the year 2000 international programmes privacy. Part 2 Financial and tactical planning: financial planning overview product development testing and analytic methods quantitative methods accounting considerations predictive modelling research contests and sweepstakes law and ethics credits and collections. Part 3 Databases and mailing lists: database applications overview response lists business lists criteria of lists list maintenance list segmentation list processing list management and rentals. Part 4 Alternative media: media tactics overview newspapers/magazines broadcast media co-op mail and inserts outbound telemarketing inbound telemarketing. Part 5 Creative tactics: creative methods overview psychological appeals broadcast creative personalization. Part 6 Production methods: production overview printing and formats lettershop and mailing postal regulations. Part 7 Fulfillment planning: fulfillment planning overview lead management catalogue fulfillment subscription fulfillment continuity and club fulfillment.

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