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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


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


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


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


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


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


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


Beauty Has a Price: The Global Productive Economy of Beauty

Angela B. V. McCracken

in The Beauty Trade: Youth, Gender, and Fashion Globalization

Published in print:
2014
Published Online:
April 2014
ISBN:
9780199908066
eISBN:
9780199381517
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199908066.003.0006
Subject:
Political Science, International Relations and Politics, Political Economy

This chapter further ties local and global beauty economies, focusing on the productive economy of beautification. Using cosmetics as a window on the global productive economy, the chapter addresses ... More


The Use of Evidence: Federal Regulation of Prescription Drugs and Medical Devices

Carol M. Ashton and Nelda P. Wray

in Comparative Effectiveness Research: Evidence, Medicine, and Policy

Published in print:
2013
Published Online:
September 2013
ISBN:
9780199968565
eISBN:
9780199346080
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199968565.003.0002
Subject:
Public Health and Epidemiology, Public Health

The U.S. Food and Drug Administration is statutorily responsible for ensuring that prescription drugs and medical devices meet evidential standards for safety and efficacy before they are approved ... More


The Business of Comic Books

Jean-Paul Gabilliet

in Of Comics and Men: A Cultural History of American Comic Books

Published in print:
2009
Published Online:
March 2014
ISBN:
9781604732672
eISBN:
9781621039860
Item type:
chapter
Publisher:
University Press of Mississippi
DOI:
10.14325/mississippi/9781604732672.003.0011
Subject:
Literature, Comics Studies

For publishers, selling copies of their publications has always been more important than advancing the status of comics as an art form. This commercial concern was what made comic books a pillar of ... More


Direct-to-Docs Opioid Marketing

Michael D. Stein and Sandro Galea

in Pained: Uncomfortable Conversations about the Public's Health

Published in print:
2020
Published Online:
April 2020
ISBN:
9780197510384
eISBN:
9780197510414
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/oso/9780197510384.003.0041
Subject:
Public Health and Epidemiology, Epidemiology, Public Health

This chapter addresses the pharmaceutical industry’s direct-to-physician marketing of opioids, a factor that has fueled the current addiction epidemic. A 2019 study sought to understand the ... More


Why Worry about the Agriculture of the Middle?

Fred Kirschenmann, G. W. Stevenson, Frederick Buttel, Thomas A. Lyson, and Mike Duffy

in Food and the Mid-Level Farm: Renewing an Agriculture of the Middle

Published in print:
2008
Published Online:
August 2013
ISBN:
9780262122993
eISBN:
9780262278751
Item type:
chapter
Publisher:
The MIT Press
DOI:
10.7551/mitpress/9780262122993.003.0001
Subject:
Political Science, Environmental Politics

This chapter focuses on the changing agricultural structure threatening the existence of midsize farms in the United States, and explores the advantages of midsize farms, which include innovation and ... More


Instant Customer Base Analysis: Managerial Heuristics Often “Get It Right”

Markus Wübben and Florian von Wangenheim

in Heuristics: The Foundations of Adaptive Behavior

Published in print:
2011
Published Online:
May 2011
ISBN:
9780199744282
eISBN:
9780199894727
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199744282.003.0036
Subject:
Psychology, Cognitive Psychology, Human-Technology Interaction

Recently, academics have shown interest and enthusiasm in the development and implementation of stochastic customer base analysis models, such as the Pareto/NBD model and the BG/NBD model. Using the ... More


Budget-conscious and Earnest

Lawrence A. Cunningham

in Berkshire Beyond Buffett: The Enduring Value of Values

Published in print:
2014
Published Online:
November 2015
ISBN:
9780231170048
eISBN:
9780231538695
Item type:
chapter
Publisher:
Columbia University Press
DOI:
10.7312/columbia/9780231170048.003.0004
Subject:
Business and Management, Strategy

This chapter explores the first of the Berkshire values—budget consciousness—through the story of car insurance company GEICO. GEICO, established by former United Services Automobile Association ... More


How the Graphic Novel Changed American Comics

Stephen Weiner

in The Rise of the American Comics Artist: Creators and Contexts

Published in print:
2010
Published Online:
March 2014
ISBN:
9781604737929
eISBN:
9781604737936
Item type:
chapter
Publisher:
University Press of Mississippi
DOI:
10.14325/mississippi/9781604737929.003.0001
Subject:
Literature, Comics Studies

This chapter examines the influence of the graphic novel on American comics. It looks at two factors that indirectly led to the creation of the graphic novel in the 1970s and 1980s: the introduction ... More


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