Successful Direct Marketing Methods

Section I Direct Marketing Essentials
1 The Scope of Direct Marketing
2 Business, Strategic and Direct Marketing Planning
3 The Impact of Databases
4 Consumer and Business Mailing Lists
5 The Offer
6 Building Customer Relationships
7 Implementing Global Direct Marketing Campaigns
8 Business-to-Business Direct Marketing
9 Marketing to Businesses with Lead Generation

Section II Media of Direct Marketing
10 - Magazines
11 - Newspapers
12 - TV/Radio
13 Insert and Co-op Media
14 Telemarketing/Teleservices

Section III Internet Direct Marketing
15 Overview of Internet Direct Marketing 16 E-Communications
16 E-communications
17 E-Commerce

Section IV Managing the Creative Process
18 Creating Direct Mail Advertising
19 Creating and Managing Catalogs
20 Creating Print Advertising
21 Modeling for Business Decision Support
22 Mathematics of Direct Marketing
23 Innovation through Creativity and Testing
24 Research for Direct Marketing

Glossary