Lois K. Geller
- Published in print:
- 2002
- Published Online:
- October 2011
- ISBN:
- 9780195158694
- eISBN:
- 9780199849420
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195158694.003.0001
- Subject:
- Business and Management, Strategy
The chapter relates a story of how a single mother, raising a young son, with a full-time job in a New York publishing firm, obtained a successful business using a Direct Marketing strategy. Proving ...
More
The chapter relates a story of how a single mother, raising a young son, with a full-time job in a New York publishing firm, obtained a successful business using a Direct Marketing strategy. Proving that the strategy is profitable, the book cites big companies spending close to two trillion dollars advertising their products or services by direct mail, TV, radio, newspapers, the Internet and other forms of media.Less
The chapter relates a story of how a single mother, raising a young son, with a full-time job in a New York publishing firm, obtained a successful business using a Direct Marketing strategy. Proving that the strategy is profitable, the book cites big companies spending close to two trillion dollars advertising their products or services by direct mail, TV, radio, newspapers, the Internet and other forms of media.
Lois K. Geller
- Published in print:
- 2002
- Published Online:
- October 2011
- ISBN:
- 9780195158694
- eISBN:
- 9780199849420
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195158694.003.0002
- Subject:
- Business and Management, Strategy
Direct Marketing has been around since the 1940s, according to Nat Ross's A History of Direct Marketing. This chapter enumerates the advantages of this marketing technique citing reasons for its ...
More
Direct Marketing has been around since the 1940s, according to Nat Ross's A History of Direct Marketing. This chapter enumerates the advantages of this marketing technique citing reasons for its effectiveness in terms of measurability, testing, expanding customer base, and long term relationships. It also dispels marketing myths that may negate commitment to the strategy. Further enhancing the technique are examples of illustrative aids to employ in the process.Less
Direct Marketing has been around since the 1940s, according to Nat Ross's A History of Direct Marketing. This chapter enumerates the advantages of this marketing technique citing reasons for its effectiveness in terms of measurability, testing, expanding customer base, and long term relationships. It also dispels marketing myths that may negate commitment to the strategy. Further enhancing the technique are examples of illustrative aids to employ in the process.
Lois K. Geller
- Published in print:
- 2002
- Published Online:
- October 2011
- ISBN:
- 9780195158694
- eISBN:
- 9780199849420
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195158694.003.0012
- Subject:
- Business and Management, Strategy
Direct Marketing principles remain the same whatever the size of the company and the advantages of big businesses are cited in this chapter. It also offers solutions to the challenges that big ...
More
Direct Marketing principles remain the same whatever the size of the company and the advantages of big businesses are cited in this chapter. It also offers solutions to the challenges that big businesses face in the course of implementing an honest to goodness Direct Marketing strategy.Less
Direct Marketing principles remain the same whatever the size of the company and the advantages of big businesses are cited in this chapter. It also offers solutions to the challenges that big businesses face in the course of implementing an honest to goodness Direct Marketing strategy.
Lois K. Geller
- Published in print:
- 2002
- Published Online:
- October 2011
- ISBN:
- 9780195158694
- eISBN:
- 9780199849420
- Item type:
- book
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195158694.001.0001
- Subject:
- Business and Management, Strategy
Marketing experts know that direct marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right ...
More
Marketing experts know that direct marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right way, always profitable. This book has been updated to include the latest tips and techniques, plus expanded coverage of direct marketing in the age of the Internet. This new revised edition offers a strategy for creating and sustaining a profitable direct marketing program—both on- and off-line. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, the book explains how to create profitable direct-mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and more. Plus, the book shows how all of these strategies can be applied to Internet direct marketing, including loyalty programs, online catalogues, fulfillment and customer service, and more. The book provides examples drawn from companies large and small, including Ford Motor Company, American Express, and 1–800-Flowers.Less
Marketing experts know that direct marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right way, always profitable. This book has been updated to include the latest tips and techniques, plus expanded coverage of direct marketing in the age of the Internet. This new revised edition offers a strategy for creating and sustaining a profitable direct marketing program—both on- and off-line. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, the book explains how to create profitable direct-mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and more. Plus, the book shows how all of these strategies can be applied to Internet direct marketing, including loyalty programs, online catalogues, fulfillment and customer service, and more. The book provides examples drawn from companies large and small, including Ford Motor Company, American Express, and 1–800-Flowers.
Lois K. Geller
- Published in print:
- 2002
- Published Online:
- October 2011
- ISBN:
- 9780195158694
- eISBN:
- 9780199849420
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195158694.003.0013
- Subject:
- Business and Management, Strategy
This chapter shares small businesses' insider secrets that led to Direct Marketing success. It also advises to ask for professional help but keeping a company's own vision in mind, noting that there ...
More
This chapter shares small businesses' insider secrets that led to Direct Marketing success. It also advises to ask for professional help but keeping a company's own vision in mind, noting that there are no hard and fast rules in this business.Less
This chapter shares small businesses' insider secrets that led to Direct Marketing success. It also advises to ask for professional help but keeping a company's own vision in mind, noting that there are no hard and fast rules in this business.
Lois K. Geller
- Published in print:
- 2002
- Published Online:
- October 2011
- ISBN:
- 9780195158694
- eISBN:
- 9780199849420
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195158694.003.0014
- Subject:
- Business and Management, Strategy
This chapter emphasizes that individual customer relationships are the real future of Direct Marketing. It points out effective techniques in building future customer relationships one at a time and ...
More
This chapter emphasizes that individual customer relationships are the real future of Direct Marketing. It points out effective techniques in building future customer relationships one at a time and explains the intricacies of keeping customers and how to do these methods online.Less
This chapter emphasizes that individual customer relationships are the real future of Direct Marketing. It points out effective techniques in building future customer relationships one at a time and explains the intricacies of keeping customers and how to do these methods online.
Lois K. Geller
- Published in print:
- 2002
- Published Online:
- October 2011
- ISBN:
- 9780195158694
- eISBN:
- 9780199849420
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195158694.003.0003
- Subject:
- Business and Management, Strategy
Citing the characteristics of making a good offer, this chapter provides checklists in applying the principles and techniques of Direct Marketing. Believability, involvement, and creativity are ...
More
Citing the characteristics of making a good offer, this chapter provides checklists in applying the principles and techniques of Direct Marketing. Believability, involvement, and creativity are qualities emphasized in the process of making an offer. Methods are presented in complementing the options to make the product or service enticing to customers.Less
Citing the characteristics of making a good offer, this chapter provides checklists in applying the principles and techniques of Direct Marketing. Believability, involvement, and creativity are qualities emphasized in the process of making an offer. Methods are presented in complementing the options to make the product or service enticing to customers.
Lois K. Geller
- Published in print:
- 2002
- Published Online:
- October 2011
- ISBN:
- 9780195158694
- eISBN:
- 9780199849420
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195158694.003.0008
- Subject:
- Business and Management, Strategy
One of the most complex parts of the entire Direct Marketing process is the delivery of the product to the customer the way it was promised (through written copy or photographs) and on time. This ...
More
One of the most complex parts of the entire Direct Marketing process is the delivery of the product to the customer the way it was promised (through written copy or photographs) and on time. This chapter discusses and follows an order from beginning to end—from the moment a customer calls or writes an order to the moment the item is delivered to his or her door.Less
One of the most complex parts of the entire Direct Marketing process is the delivery of the product to the customer the way it was promised (through written copy or photographs) and on time. This chapter discusses and follows an order from beginning to end—from the moment a customer calls or writes an order to the moment the item is delivered to his or her door.
