Direct Marketing

The author’s own case analysis software titled THE DIRECT MARKETING STRATEGY SYSTEM will also be packaged with every copy of the text.

This text makes great use of the information published in business-to-business periodicals and draws on current texts in direct marketing, marketing strategy and marketing management.

It also relies on the author's extensive business knowledge, teaching experience and publication experience in direct marketing.

10 cases on hot companies; i.e., Home Shopping Network, Victoria's Secret, and Avon.

The appendices include sections on case analysis and the software manual.

1. Introduction to Direct Marketing
• Introduction
• Defining Direct Marketing
• 1-800-FLOWERS
• Scope of Direct Marketing
• Direct Marketing's Special Competencies
• Reasons for the Growth of Direct Marketing
• What Can Be Sold via Direct Marketing?
• Decision Variables in Direct Marketing
• Direct Marketing Media
• Direct Marketing Program Objectives
• New Direct Marketing Approaches
• Summary
• Review Questions
• Notes
• Sources
2. Direct Marketing Strategies
• Introduction
• Land's End
• The Nature of Strategic Marketing
• Sustainable Competitive Advantage
• The Strategic Marketing Planning Process
• Summary
• Review Questions
• Notes
• Sources
3. Segmentation and Target Marketing
• Introduction
• Targeting Individuals
• Targeting Businesses
• Segmentation Alternatives
• Requirements for Segmentation
• Types of Segmentation
• Summary
• Review Questions
• Notes
• Sources
4. Direct Marketing and Technology
• Introduction
• A 500-Channel System
• Interactive Television
• Infomercials
• Home Shopping Channels
• Online Services
• The Internet
• Surviving the Technological Revolution
• Summary
• Review Questions
• Notes
• Sources
5. Database Marketing
• Introduction
• What Is Database Marketing?
• Bear Creek Builds a Marketing Database
• Database-Related Privacy Issues
• Summary
• Review Questions
• Notes
• Sources
6. List Selection and Management
• Introduction
• The List Industry
• NBO
• Types of Lists
• Renting a List
• List Segmentation
• Summary
• Review Questions
• Notes
• Sources
• Appendix to Chapter 6: Mailing List Software
7. Positioning and Offer Planning
• Introduction
• The Sharper Image
• Customer Motivations
• Developing a Positioning Strategy
• Offer Planning
• The Pleasant Company
• Summary
• Review Questions
• Notes
• Sources
8. Creative Strategy and Execution
• Introduction
• Creative Strategy Development
• Franklin Mint
• The Creative Strategy Statement
• Determining Creative Executions
• Managing the Creative Process
• Creative Strategy and Execution for Direct Marketing Media
• Summary
• Review Questions
• Notes
• Sources
9. Direct-Mail Marketing
• Introduction
• Casinos Gamble on Direct Mail
• The Direct-Mail Industry
• The Advantages of Direct Mail
• Scott Paper Uses Business-to-Business Direct Mail
• The Direct-Mail Package
• Timing and Sequencing of Mailings
• The Mailing List
• Direct Mail and Privacy
• Government Postal Rates
• Worldwide Mail-Order Marketing
• Issues and trends
• Summary
• Review Questions
• Notes
• Sources
• Appendix to Chapter 9: Direct Marketing Association Guidelines for Mailing List Practices
10. Catalog Marketing
• Introduction
• The History of Catalogs
• Types of Catalogs
• Three Innovative Catalog Marketers
• The Catalog Shopper of the 1990s
• Catalog Attribute Preferences
• Catalog Design
• Catalogs and Database Technology
• Perceived Risk in Catalog Shopping
• Summary
• Review Questions
• Notes
• Sources
11. Telemarketing
• Introduction
• The Scope of Telemarketing
• Telemarketing at Amoco
• Telemarketing at Ryder System
• Scripts and Telephone Marketing
• Integrating Telemarketing with Other Media
• Service Bureaus versus In-House Telephone Operations
• Managing and Motivating Telemarketing Representatives
• FTC Telemarketing Rules
• Summary
• Review Questions
• Notes
• Sources
• Appendices to Chapter 11
• Appendix A: Telemarketing and the Law
• Appendix B: Telemarketing Sample Script
• Appendix C: Direct Marketing Association Guidelines for Telemarketing
12. Direct-Response Television
• Introduction
• Direct-Response Television Commercials
• Dial-A-Mattress
• Why Direct-Response TV Commercials?
• Ryder Trucks
• Media Planning for Direct-Response Television Commercials
• Infomercials
• Home Shopping Channels
• Summary
• Review Questions
• Notes
• Sources
• Appendix to Chapter 12: Direct Marketing Association Guidelines for the Acceptance of Direct-Response Broadcast Advertising
13. Direct-Response Radio
• Signet Bank
• Introduction
• The Essence of Direct-Response Radio Advertising
• Dial-A-Mattress
• Making Good Use of Radio
• Summary
• Review Questions
• Notes
• Sources
14. Direct-Response Print
• Introduction
• Making Magazine and Newspaper Advertising Work
• Types of Magazines
• Direct Marketing in Magazines
• Direct Response in Newspapers
• Advantages and Disadvantages
• Summary
• Review Questions
• Notes
• Sources
• Appendix to Chapter 14: Direct Marketing Association Guidelines for the Acceptance of Print Mail-Order Advertising
15. Business-to-Business Direct Marketing
• Introduction
• The Scope of Business-to-Business Direct Marketing
• The Objectives of Business-to-Business Direct Marketing
• Business-to-Business versus Consumer Markets
• Segmenting and Targeting Business Markets
• The Media of Business-to-Business Direct Marketing
• Successful Business-to-Business Direct Marketers
• Summary
• Review Questions
• Notes
• Sources
16. International Direct Marketing
• Introduction
• Successful International Direct Marketing
• Benefits of International Business
• International Strategies
• Direct Marketing and the Global Economy
• Summary
• Review Questions
• Notes
• Sources
17. Direct Marketing Decision Support Tools
• Introduction
• Direct Marketing Research
• Direct Marketing Testing and Experimentation
• A Basic Direct Marketing Test
• A Basic Direct Marketing Experiment
• The TV Guide Online Experiment
• Direct Marketing Models
• The AmEx Mail-Order Catalog Campaign Model
• Summary
• Review Questions
• Notes
• Sources
18. Direct Marketing Profitability
• Introduction
• Ways to make Money
• Basic Catalog Start-up Numbers
• A Sample Infomercial Campaign
• An American Express Travel Services Card Member Campaign
• The Net Present Value of a New Venture
• The Lifetime Value of Customers
• J. C. Penney's Life Insurance Company's Discovery of the Long-Term Value of a Customer
• Summary
• Review Questions
• Notes
• Sources
19. The Fulfillment Process
• Introduction
• What Is Fulfillment?
• Fulfillment In-House or Outside?
• Picking a Fulfillment Service
• Fulfillment in Action
• Summary
• Review Questions
• Notes
• Sources
• Appendices to Chapter 19
• Appendix A: Fulfillment Centers
• Appendix B: Fulfillment Software
20. The Future of Direct Marketing
• Introduction
• Forces of Change
• New Media
• The Internet
• Marketing in Cyberspace
• The Future of Television
• The Emergence of Hybrid Channels
• Summary
• Review Questions
• Notes
• Sources

• Cases
• Case 1: Avon Products, Inc.
• Case 2: Barney & Friends
• Case 3: Deal-A-Meal USA
• Case 4: Dell Computer
• Case 5: Dial-A-Mattress
• Case 6: Fidelity Investments
• Case 7: The Franklin Mint
• Case 8: The Home Shopping Network
• Case 9: id Software, Inc.
• Case 10: NordicTrack

This is in reality only a basic marketing book, that tries to remove advertising and add some CRM and call it DM. It's not even very good. It is supposed to be accompanied by four diskettes with Powerpoint presentations, but instead you get some strange software that needs to be installed on a Windows'95 machine (which I refused). Skip it.