直复营销 英文版 第2版PDF电子书下载

1. Introduction to Direct Marketing 1

Introduction 1

Defining Direct Marketing 2

1-800-FLOWERS 3

Scope of Direct Marketing 4

Direct Marketing's Special Competencies 7

Reasons for the Growth of Direct Marketing 11

What Can Be Sold via Direct Marketing? 13

Decision Variables in Direct Marketing 16

Direct Markting Media 19

Direct Marketing Program Objectives 29

New Direct Marketing Approaches 31

Summary 33

Review Questions 33

Notes 33

Sources 33

2. Direct Marketing Strategies 36

Introduction 36

Lands' End 37

The Nature of Strategic Markting 40

Sustainable Competitive Advantage 42

The Strategic Marketing Planning Process 43

Summary 59

Review Questions 60

Sources 60

3. Segmentation and Target Marketing Introduction 62

Targeting Individuals 63

Targeting Businesses 64

Segmentation Alternatives 65

Requirements for Segmentation 66

Types of Segmentation 67

Summary 76

Review Questions 76

Notes 77

Sources 77

4. Direct Marketing and Technology 78

Introduction 78

A 500-Channel System 80

Interactive Television 81

Infomercials 82

Home Shopping Channels 82

Online Services 83

The lnternet 84

Surviving the Technological Revolution 87

Summary 88

Review Questions 89

Note 90

Sources 90

5. Database Marketing 92

Introduction 92

What Is Database Marketing? 93

Bear Creek Builds a Marketing Database 101

Database-Related Privacy Issues 106

Summary 108

Review Questions 109

Notes 109

Sources 109

6．List Selection and Management 112

Introduction 112

The List Industry 114

NBO 115

Types of Lists 116

Renting a List 120

List Segmentation 123

Summary 127

Review Questions 128

Notes 128

Sources 128

Appendix to Chapter 6 Mailing List Software 130

7. Positioning and Offer Planning 134

Introduction 134

The Sharper Image 134

Customer Motivations 138

Developing a Positioning Strategy 140

Offer Planning 143

The Pleasant Company 146

Summary 148

Review Questions 149

Notes 149

Sources 149

8. Creative Strategy and Execution 151

Introduction 151

Creative Strategy Development 152

Franklin Mint 152

The Creative Strategy Statement 154

Determining Creative Executions 156

Managing the Creative Process 157

Creative Strategy and Execution for Direct Marketing Media 157

Summary 168

Review Questions 168

Notes 168

Sources 169

9. Direct-Mail Marketing 171

Introduction 171

Casinos Gamble on Direct Mail 171

The Direct-Mail Industry 172

The Advantages of Direct Mail 174

Scott Paper Uses Business-to-Business Direct Mail 177

The Direct-Mail Package 178

Timing and Sequencing of Mailings 181

The Mailing List 181

Direct Mail and Privacy 181

Government Postal Rates 184

Worldwide Mail-Order Marketing 184

Issues and Trends 186

Summary 188

Review Questions 188

Notes 188

Sources 189

Appendix to Chapter 9 Direct Marketing Association Guidelines for Mailing List Practices 190

10. Catalog Marketing 197

Introduction 197

The History of Catalogs 199

Types of Catalogs 200

Three Innovative Catalog Marketers 201

The Catalog Shopper of the 1990s 206

Catalog Attribute Preferences 208

Catalog Design 211

Catalogs and Database Technology 216

Perceived Risk in Catalog Shopping 219

Summary 222

Review Questions 223

Notes 223

Sources 224

11. Telemarketing 225

Introduction 225

The Scope of Telemarketing 226

Telemarketing at Amoco 230

Telemarketing at Ryder System 232

Scripts and Telephone Marketing 233

Integrating Telemarketing with Other Media 235

Service Bureaus versus In-House Telephone Operations 236

Managing and Motivating Telemarketing Representatives 239

FTC Telemarketing Rules 243

Summary 245

Review Questions 246

Notes 247

Sources 247

Appendices to Chapter 11 249

Appendix A: Telemarketing and the Law 249

Appendix B：Telemarketing Sample Script 251

Appendix C: Direct Marketing Association Guidelines for Telemarketing 259

12. Direct-Response Television 264

Introduction 264

Direct-Response Television Commercials 266

Dial-A-Mattress 267

Why Direct-ResPOnse TV Commercials? 267

Ryder Trucks 270

Media Planning for Direct-Response Television Commercials 270

Infomercials 273

Home Shopping Channels 275

Summary 276

Review Questions 277

Notes 278

Sources 278

Appendix to Chapter 12 Direct Marketing Association Guidelines for the Acceptance of Direct-Response Broadcast Advertising 280

13. Direct-Response Radio 283

Signet Bank 283

Introduction 284

The Essence of Direct-Response Radio Advertising 285

Dial-A-Mattress 287

Making Good Use of Radio 288

Summary 292

Review Questions 292

Notes 293

Sources 293

14. Direct Response in Print Media 294

Introduction 294

Making Magazine and Newspaper Advertising Work 296

Typeof Magazines 300

Direct Marketing in Magazines 305

Direct Response in Newspapers 306

Advantages and Disadvantages of Newspapers 309

Summary 311

Review Questions 313

Note 313

Sources 313

Appendix to Chapter 14 Direct Marketing Association Guidelines for the Acceptance of Print Mail-Order Advertising 315

15．Business-to-Business Direct Marketing 318

Introduction 318

The Scope of Business-to-Business Direct Marketing 319

The Objectives of Business-to-Business Direct Marketing 320

Business-to-Business versus Consumer Markets 321

Segmenting and Targeting Business Markets 323

The Media of Business-to-Business Direct Marketing 326

Successful Business-to-Business Direct Marketers 337

Summary 339

Review Questions 340

Notes 340

Sources 341

16. International Direct Marketing 342

Introduction 342

Successful International Direct Marketing 344

Benefits of International Business 346

International Strategies 348

Direct Marketing and tbe Global Economy 353

Summary 359

Review Questions 359

Notes 360

Sources 360

17. Direct Marketing Decision Support Tools 363

Introduction 363

Direct Marketing Research 365

Direct Marketing Testing and Experimentation 366

A Basic Direct Markting Test 367

A Basic Direct Marketing Experiment 368

The TV Guide Online Experiment 369

Direct Marketing Models 374

The AmEx Mail-Order Catalog Campaign Model 376

Summary 378

Review Questions 379

Notes 379

Sources 379

18. Direct Marketing Profitability 381

Introduction 381

Ways to make Money 382

Basic Catalog Start-up Numbers 383

A Sample Infomercial Campaign 385

An American Express Travel Services Card Member Campaign 389

The Net Present Value of a New Venture 390

The Lifetime Value of Customers 391

J.C. Penney's Life Insurance Company's Discovery of the Long-Term 391

Value of a Customer 396

Summary 397

Review Questions 398

Notes 398

Sources 398

19. The Fulfillment Process 400

Introduction 400

What Is Fulfillment? 400

Fulfillment In-House or Outside? 404

Ficking a Fulfillment Service 405

Fulfillment in Action 406

Summary 408

Review Questions 408

Notes 408

Sources 409

Appendices to Chapter 19 410

Appendix A: Fulfillment Centers 410

Appendix B: Fulfillment Software 414

20. The Future of Direct Marketing 418

Introdction 418

Forces of Change 419

New Media 421

The Internet 424

Marketing in Cyberspace 428

The Future of Television 430

The Emergence of Hybrid Channels 432

Summary 434

Review Questions 435

Notes 436

Sources 436

Cases 439

Case 1: Avon Products, Inc. 439

Case 2: Barney ( Friends) 447

Case 3: Deal-A-Meal USA 453

Case 4: Dell Computer 462

Case 5: Dial-A-Mattress 470

Case 6: Fidelity Investments 477

Case 7: The Franklin Mint 483

Case 8: The Home Shopping Network 489

Case 9: id Software, Inc. 499

Case 10： NordicTrack 510

Index 521