The Marketing Book 5th Edition

This Page Intentionally Left Blank ...

Part Four The Application of Marketing ...

This Page Intentionally Left Blank ...

CHAPTER 22 What are direct marketing and interactive marketing? GRAEME McCORKELL Introduction More than 30 years after Lester Wu ...

566 The Marketing Book Direct mail is simply one (very impor- tant) marketing communications medium used by direct marketers. Co ...

What are direct marketing and interactive marketing? 567 These entirely new types of organization are not controlled by sellers. ...

568 The Marketing Book Direct marketing is more than selling direct All of the companies we have named use direct marketing and ...

What are direct marketing and interactive marketing? 569 Direct marketing: a new definition For a more recent definition than St ...

No gift in last 12 months 53.5% quantity 22.5% cash Gift in last 12 months 10.5% quantity 12.5% cash £1–49 value 26.0% quantity ...

What are direct marketing and interactive marketing? 571 Figure 22.1 displays the result of applying a statistical model called ...

Interaction Continuity Targeting Control 572 The Marketing Book marketing research obsolete but, if we can rely only on marketin ...

What are direct marketing and interactive marketing? 573 All four of the TICC elements are critical. Direct marketing is not dir ...

574 The Marketing Book The affiliate marketing programme is all on- line, so less audience wastage. Even now, many TV viewers la ...

What are direct marketing and interactive marketing? 575 these changes is likely to transform marketing completely. Ten ways in ...

576 The Marketing Book Lands’ End – the cyber model A home shopping company for nearly 30 years and the world’s most experienced ...

Response Measurement Continuity ...Customers’responses are recorded ...and the dataused to inform actions... ...Designed to star ...

Database information Reduced marketing costs Superior business forecasting More business per customer Who? When? What? How much? ...

What are direct marketing and interactive marketing? 579 How much?  the price of each item;  gross order value;  less out-of- ...

580 The Marketing Book exclusive group, one in 25 of them rent a car 10 times or more in a year. This group, amounting to one in ...

Data warehouse Buying Marketing Sales Accounts /CredStocikt controcontroll Distribution Customer service What are direct marketi ...