Direct marketing : strategy, planning, execution /
Introduction. Strategic planning. The marketing plan. Research. Testing. The proposition. "Back-end" marketing. Mail order math. Creative tactics. Copywriting. Art direction. Direct mail formats. Production planning. Mailing lists. Print media. Broadcast media. Broadcast creative. Telemark...
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| Auteur principal: | |
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| Format: | Livre |
| Langue: | English |
| Publié: |
New York :
McGraw Hill,
2000.
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| Édition: | 4th ed. |
| Sujets: | |
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| Thư viện lưu trữ: | Mạng thư viện Đại học Đà Nẵng |
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| Résumé: | Introduction. Strategic planning. The marketing plan. Research. Testing. The proposition. "Back-end" marketing. Mail order math. Creative tactics. Copywriting. Art direction. Direct mail formats. Production planning. Mailing lists. Print media. Broadcast media. Broadcast creative. Telemarketing. Fulfillment. Database marketing. Internet marketing. Going global. |
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| Description matérielle: | xxxii, 600 p. : ill. ; 24cm. |
| ISBN: | 0071352872 |