(Ebook) Direct Marketing in Action Cutting Edge Strategies for Finding and Keeping the Best Customers 1st Edition by Andrew R Thomas, Dale M Lewison, William J Hauser, Linda M Foley ISBN 0275992233 9780275992231

(Ebook) Direct Marketing in Action Cutting Edge Strategies for Finding and Keeping the Best Customers 1st Edition by Andrew R Thomas, Dale M Lewison, William J Hauser, Linda M Foley ISBN 0275992233 9780275992231

(Ebook) Direct Marketing in Action Cutting Edge Strategies for Finding and Keeping the Best Customers 1st Edition by Andrew R Thomas, Dale M Lewison, William J Hauser, Linda M Foley - Ebook PDF Instant Download/Delivery: 0275992233, 9780275992231
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ISBN 10: 0275992233 
ISBN 13: 9780275992231
Author: Andrew R Thomas, Dale M Lewison, William J Hauser, Linda M Foley

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.

(Ebook) Direct Marketing in Action Cutting Edge Strategies for Finding and Keeping the Best Customers 1st Table of contents:

Chapter 1: What Is Direct Marketing?
Direct Marketing as the Solution to the Marketing Quagmire
So What Is Direct Marketing?
Making Successful Direct Marketing Possible
Chapter 2: Customer Analysis: The Right Behaviors
Understanding the Customer: The Foundation for Direct Marketing
Through the Customer’s Eyes
Determining the Components of Customer Value
Define the Cultural Component
Define the Emotional and Psychological Component
Conceptualize the Functional Component
The Interdependence Imperative
Summary
Chapter 3: Environmental Analysis: Identifying Internal Capabilities and External Opportunities
The Business Environment and Direct Marketing
Internal Firm Resources
Adopt a ‘‘Quality’’ Perspective
External Market Issues
Summary
Chapter 4: Competitor Analysis: Assessing Competitive Formats and Advantages
Step One: Who Are Your Competitors?
Step Two: What Are Your Competitors Doing?
Step Three: How Are You Doing in Comparison with Your Competitors?
Summary
Chapter 5: Data Mining and Profiling: The Right Information
What Is Data Analysis?
Types of Data Analysis
The Value of Data Analytics
Intimacy
Accuracy
Immediacy
Ready, Cameras, Action: Steps to Data Mining
Step 1: Define Objectives
Step 2: Establish Database, Data Collection, and Data Quality Evaluation
Step 3: Analyze Data, Interpret Results, and Distribute to Direct Marketing Team
Step 4: Implement a Campaign with Test-and-Learn Cells
Summary
Chapter 6: Target Marketing
Customerization
Historic Trends in Targeting
Targeting through Opt-In
Targeting with RSS: Really Simple Syndication
Targeting the Top
Targeting the eFluentials
Targeting through Cross-Selling
Targeting through Co-Marketing
A New Age
Chapter 7: Differentiating and Positioning: Formulating and Implementing the Right Strategies
Understanding Differentiation
The Importance of the Brand
Service Actions
Price Differentiation
Product Leadership
Customer Intimacy
Positioning Approaches
Creative and Adaptive Approaches
Positioning Process
Summary
Chapter 8: Unique Value Proposition: Developing and Implementing the Right Offer
Step 1: Conceptualizing the Offer
Step 2: Targeting the Offer
Step 3: Creating the Offer
Product Design
Product Quality
Product Mix
Product Benefits
Pricing Points
Promotional Incentives
Risk Reducers
Terms and Conditions
Step 4: Structure the Offer
Step 5: Test the Offer
Summary
Chapter 9: Creative Marketing Communications: Creating and Delivering the Right Message
What Is Creative?
The Dawning of Creative
The First Creative Campaign
Twenty-first Century Creative Is Multidimensional
Not Just Pictures
Creating the Masterpiece
Step 1: Prepare the Canvas
Step 2: Select the Right Materials
Step 3: Paint the Picture
Summary
Chapter 10: Direct Marketing Channels: Selecting and Employing the Right Media
Constructing a Direct Marketing Channel: Tools of the Trade
Telemarketing
Direct Mail
E-mail
Internet/Web Sites
Multichannel Marketing Strategy: Putting the Pieces Together
Actions and Reactions: Direct Marketing Channels' Strengths and Weaknesses
Strengths
Weaknesses
The Road to Success: Points to Ponder
Summary
Chapter 11: Fulfillment and Service: Meeting and Exceeding the Customer’s Expectations
Understanding Customers’ Needs
Meeting Customers’ Changing Needs
Fulfillment and Service Strategy
So, What’s a Customer Worth?
Recognizing an Unprofitable Customer
Salvaging a Good Customer
Differentiating a Good Customer from a Bad Customer
How Direct Marketing Messages Can Impact Expectations
They Know Me So Little
They Know Me So Well
Direct Marketing Through Loyal Customers
Customer Loyalty as a Defense Tool
Building Customer Loyalty
Summary
Chapter 12: Measurement and Assessment: Analyzing and Interpreting Performance Results
Measurement and Assessment
Leveraging Information
Measuring and Interpreting Performance Results
Hidden Opportunity
Retention: Keeping Your Customers
Retention: Recognizing Opportunity
Penetration: Mining Hidden Opportunity
Penetration: Understanding Customer Needs
Cause-and-Effect Relationships
Measuring e-Mail Campaigns
Measuring Direct Mail Campaigns
Measuring Events
Analysis and Interpretation
Yesterday’s News: What Happened?
One Metric Does Not Fit All
Communication as Part of Success
Distinguishing Cause-and-Effect Relationships
Yesterday’s News: Why Did It Happen?
Summary
Chapter 13: Adaptation and Innovation: Modifying and Changing Direct Marketing Processes
So, What Exactly Is Innovation?
Generative Innovation
Adaptive Innovation
When Should You Use Each Type of Innovation?
Summary
Chapter 14: Ethics and Professionalism
The Ethics of Direct Marketing
Demonstrate Leadership and Moral Courage
Adopt Standards
Hire the Right People
Creating an Ethical Culture
Direct Marketing Landmines

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