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How I Got Started

Lois K. Geller

in Response: The Complete Guide to Profitable Direct Marketing

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


Key Steps to a Start-Up

Don Rose and Cam Patterson

in Research To Revenue: A Practical Guide to University Start-Ups

Published in print:
2016
Published Online:
May 2016
ISBN:
9781469625263
eISBN:
9781469625287
Item type:
chapter
Publisher:
University of North Carolina Press
DOI:
10.5149/northcarolina/9781469625263.003.0004
Subject:
Business and Management, Innovation

Spinning a company out of the university, based on university scientific research involves a number of key steps: Recognizing the Opportunity Disclosure to the University Filing for IP Protection ... More


Response: The Complete Guide to Profitable Direct Marketing

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


The Interdisciplinary Science of Consumption

Stephanie D. Preston, Morten L. Kringelbach, and Brian Knutson (eds)

Published in print:
2014
Published Online:
January 2015
ISBN:
9780262027670
eISBN:
9780262325387
Item type:
book
Publisher:
The MIT Press
DOI:
10.7551/mitpress/9780262027670.001.0001
Subject:
Psychology, Cognitive Neuroscience

Our drive to consume—our desire for food, clothing, smart phones, and megahomes—evolved from our ancestors’ drive to survive. But the psychological and neural processes that originally evolved to ... More


“Why So Serious?”: Warner Bros.’ Use of the Joker in Marketing The Dark Knight

Kim Owczarski

in The Joker: A Serious Study of the Clown Prince of Crime

Published in print:
2015
Published Online:
May 2016
ISBN:
9781628462388
eISBN:
9781626746831
Item type:
chapter
Publisher:
University Press of Mississippi
DOI:
10.14325/mississippi/9781628462388.003.0010
Subject:
Literature, Comics Studies

Kim Owczarski takes us in a slightly different direction, exploring the Joker as a marketing tool in Warner Bros. 2008 distribution of The Dark Knight. Already a rich case study in its use of ... More


Kids and Branding In A Digital World

Barrie Gunter

Published in print:
2015
Published Online:
May 2016
ISBN:
9780719097874
eISBN:
9781526104359
Item type:
book
Publisher:
Manchester University Press
DOI:
10.7228/manchester/9780719097874.001.0001
Subject:
Society and Culture, Media Studies

Brands are introduced into the lives of consumers from an early age. Even before they start school, they can recognise brand names and ask for brands by name. The meaning of brands to children can ... More


Why Go Direct?

Lois K. Geller

in Response: The Complete Guide to Profitable Direct Marketing

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


Elements of an Effective Offer

Lois K. Geller

in Response: The Complete Guide to Profitable Direct Marketing

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


Fulfilling Orders and Expectations

Lois K. Geller

in Response: The Complete Guide to Profitable Direct Marketing

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


Direct Marketing for Big Business

Lois K. Geller

in Response: The Complete Guide to Profitable Direct Marketing

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 for Small to Midsize Business

Lois K. Geller

in Response: The Complete Guide to Profitable Direct Marketing

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


Relationship Building in the 21st Century: The Internet and Beyond

Lois K. Geller

in Response: The Complete Guide to Profitable Direct Marketing

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


Regulation and control of branding to children

Barrie Gunter

in Kids and Branding In A Digital World

Published in print:
2015
Published Online:
May 2016
ISBN:
9780719097874
eISBN:
9781526104359
Item type:
chapter
Publisher:
Manchester University Press
DOI:
10.7228/manchester/9780719097874.003.0009
Subject:
Society and Culture, Media Studies

The growing concern about children's pre-occupation with brands has led to calls for tighter government-backed restrictions on brand owners‘ marketing activities. The appeal of digital worlds to ... More


Drinking Water Arrangements in Bangkok: Accommodating Bottles

Gay Hawkins, Emily Potter, and Kane Race

in Plastic Water: The Social and Material Life of Bottled Water

Published in print:
2015
Published Online:
May 2016
ISBN:
9780262029414
eISBN:
9780262329521
Item type:
chapter
Publisher:
The MIT Press
DOI:
10.7551/mitpress/9780262029414.003.0004
Subject:
Environmental Science, Environmental Studies

This chapter investigates provisional drinking water arrangements in Bangkok households. When the quality of tap water is not trusted, the process of arranging drinking water entails a certain amount ... More


Building the Brand: Faulkner at Random

Jay Satterfield

in Faulkner and Print Culture

Published in print:
2017
Published Online:
May 2019
ISBN:
9781496812308
eISBN:
9781496812346
Item type:
chapter
Publisher:
University Press of Mississippi
DOI:
10.14325/mississippi/9781496812308.003.0007
Subject:
Literature, American, 20th Century Literature

The chapter discusses William Faulkner’s relationship to Random House from the merger of Smith & Haas with Random House in 1936 to just before he won the Nobel Prize. The first half of this period ... More


‘The Most Beautiful Factory in the World’: the power of the garden image

Helena Chance

in The Factory in a Garden: A History of Corporate Landscapes from the Industrial to the Digital Age

Published in print:
2017
Published Online:
September 2017
ISBN:
9781784993009
eISBN:
9781526124043
Item type:
chapter
Publisher:
Manchester University Press
DOI:
10.7228/manchester/9781784993009.003.0007
Subject:
Architecture, Architectural History

An analysis of the extensive collections of photographs, illustrations, films and ephemera in company archives provides a fresh perspective on the factory gardens and parks. By means of illustrated ... More


The Interaction of Personal, Local, and Global Forces: Yao Ming’s Rise and Sustained Influence in Chinese Sport

Dong Jinxia, Zhong Yijing, and Li Luyang

in More than Cricket and Football: International Sport and the Challenge of Celebrity

Published in print:
2016
Published Online:
January 2019
ISBN:
9781496809889
eISBN:
9781496809926
Item type:
chapter
Publisher:
University Press of Mississippi
DOI:
10.14325/mississippi/9781496809889.003.0005
Subject:
Sociology, Sport and Leisure

Yao Ming, while not the first Chinese athlete to play in the NBA, is the most well known and regarded Chinese athlete to star in America’s professional league. Groomed at a young age to follow his ... More


“Tyler Perry Presents …”: The Cultural Projects, Partnerships, and Politics of Perry’s Media Platforms

Samantha N. Sheppard

in From Madea to Media Mogul: Theorizing Tyler Perry

Published in print:
2016
Published Online:
January 2018
ISBN:
9781496807045
eISBN:
9781496807083
Item type:
chapter
Publisher:
University Press of Mississippi
DOI:
10.14325/mississippi/9781496807045.003.0001
Subject:
Society and Culture, Media Studies

Samantha N. Sheppard provides a broad and establishing consideration of how Perry functions in and across different media industries. Sheppard analyzes Perry’s different “practices,” “partnerships,” ... More


Science in the Basement: Selling the Home Lab in the Interwar Years

Rebecca Onion

in Innocent Experiments: Childhood and the Culture of Public Science in the United States

Published in print:
2016
Published Online:
May 2017
ISBN:
9781469629476
eISBN:
9781469629490
Item type:
chapter
Publisher:
University of North Carolina Press
DOI:
10.5149/northcarolina/9781469629476.003.0003
Subject:
Education, History of Education

Companies selling chemistry sets expanded their offerings greatly in the years between World War I and World War II. In their marketing materials, the box design of the sets themselves, and the ... More


A Sea of Brown Bags and the Organic Label: Organic Marketing Strategies in Practice

Connor J. Fitzmaurice and Brian J. Gareau

in Organic Futures: Struggling for Sustainability on the Small Farm

Published in print:
2016
Published Online:
May 2017
ISBN:
9780300199451
eISBN:
9780300224856
Item type:
chapter
Publisher:
Yale University Press
DOI:
10.12987/yale/9780300199451.003.0008
Subject:
Economics and Finance, Development, Growth, and Environmental

John and Katie’s choice to use the CSA as their primary sales strategy and their decision to keep their farm certified organic are both central to how they market crops and run their business. This ... More


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