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Direct Marketing in Action
Cutting-Edge Strategies for Finding and Keeping the Best Customers
 Andrew R. Thomas, ed., Dale M. Lewison, ed., William J. Hauser, ed., Linda M. Foley, ed.

0-275-99223-3/978-0-275-99223-1

Description
A team of marketing experts showcases cutting-edge approaches to finding and keeping profitable customers in the age of hyper-connection and hyper-competition.

Reviews:
-Direct marketing is a customer-driven approach that employs focused, targeted communication. Written by a team of specialists from the business and academic worlds, this text dispels a number of common myths about direct marketing and describes twelve steps for developing a successful strategy. Ethical and professional issues are also addressed. —Reference & Research Book News
-This work attempts to set the record straight regarding common misconceptions, while highlighting current practices. Contributors advise that many issues must be considered when developing an effective direct marketing strategy, e.g., competitive analysis, information management, media and channel selection, brand loyalty creation, and results measurement. It is important to know one's competitors and be ready to fight at all times. They discuss the necessity of having a well-developed database, which affords greater insight into one's customers and allows for the development of more creative marketing strategies. Direct channels permit easier access to customers, regardless of organizational size. Using fulfillment programs and providing exceptional service enhance customer retention. Finally, the volume addresses the issue of measurement, which furnishes a wealth of valuable information useful in pinpointing performance expectations for new direct marketing programs. A useful resource for students, faculty, and professionals seeking a solid handbook. Recommended. Upper-division undergraduate through professional collections. —Choice
About the Author
Andrew R. Thomas is Assistant Professor of Marketing and International Business and Director of the Center for Organizational Development at the University of Akron. A successful global entrepreneur, he has conducted business in more than 120 countries. A New York Times best-selling author, his books include Global Manifest Destiny and Aviation Insecurity, and, with M. David Dealy, Defining the Really Great Boss (Praeger, 2004), Change or Die (Praeger, 2005), and Managing by Accountability (Praeger, 2006).

Dale M. Lewison is Founding Director of The Taylor Institute for Direct Marketing and Professor of Marketing at the University of Akron. He is the author of Retailing (currently in its 6th edition), Essentials for Retailing, and Marketing Management.

William J. Hauser is Associate Director of the Taylor Institute for Direct Marketing and Assistant Professor of Marketing at the University of Akron, where he teaches courses in creative marketing, marketing analytics, and marketing research. He has also taught at West Virginia University and Washington University in St. Louis, and is Adjunct Associate Professor of Sociology at The University of Akron. Over the past twenty years, he has served as the Manager of Market Research and Business Development for Rubberbmaid Incorporated and its Little Tikes subsidiary, and, most recently, as Senior Vice President and Director of Research & Planning for KeyCorp in Cleveland, Ohio.

Linda M. Foley is Assistant Professor of Marketing at the University of Akron. Her primary research area is strategy, with a specific focus on learning, innovation, and marketing capabilities. She has also conducted academic research and business consulting in selling and sales management, sports marketing, and political marketing, and has consulted to a variety of businesses, including both Fortune 500 companies and non-profits. Additionally, she served as Assistant Marketing Director for Warner Bros. Records in Nashville and in a variety of managerial capacities in the finance and restaurant industries.
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0-275-99223-3 978-0-275-99223-1 Direct Marketing in Action £34.95    
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