Direct marketing handbook (Record no. 6277)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02115nam a2200217Ia 4500 |
| 001 - CONTROL NUMBER | |
| control field | M5839 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250219100441.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 250219s9999 xx 000 0 und d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 70460272 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | "Nash, Edward L (ed)" |
| 245 #0 - TITLE STATEMENT | |
| Title | Direct marketing handbook |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 2 |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | New York |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Name of publisher, distributor, etc. | Mcgraw Hill |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 1992 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | "xxxiii,827p. : ill. ;23.5cm." |
| 500 ## - GENERAL NOTE | |
| General note | includes index |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Contents: Part 1: Strategy and planning -- Testing and analysis -- Research -- Contents and sweepstakes -- Law and ethics -- Multinational direct marketing -- Privacy -- Part 2: Databases and mailing lists -- database marketing: an overview -- selecting and testing response lists -- fundamentals of list management -- business lists -- list selection criteria -- list and database maintenance -- list segmentation -- list processing -- Part 3: Alternative media -- media tactics: an overview -- newspapers and magazines -- broadcast media -- co-op mailings and package inserts -- outbound telemarketing -- inbound telemarketing -- Part 4: creative tactics -- psychological appeals -- broadcast creative -- personalization -- Part 5: Production methods -- production: an overview -- printing and formats -- lettershop processing -- emerging lettershop technologies -- postal regulations -- Part 6: Fulfillment planning -- fulfillment planning: an overview -- lead management systems -- catalog fulfillment -- magazine subscription fulfillment -- continuity and negative option fulfillment -- Part 7: Financial and tactical planning -- financial planning: an overview -- product development -- analytic methods -- quantitative database methods -- accounting considerations -- predictive modeling -- credit and collection -- Part 8: Applications -- lead generation: an overview -- continuity marketing -- subscription marketing -- financial services marketing -- fund-raising -- third-party endorsements -- catalog marketing -- business-to-business marketing -- conquest marketing -- customer loyalty programs. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Direct marketing--Handbook |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | BOOKS |
| Date last seen | Total checkouts | Full call number | Barcode | Price effective from | Koha item type | Lost status | Damaged status | Not for loan | Collection | Withdrawn status | Home library | Current library | Shelving location | Date acquired |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 19.02.2025 | 005.658.849 N2 | M5839 | 19.02.2025 | BOOKS | Not for loan | REFERENCE | AMRITA SCHOOL OF BUSINESS | AMRITA SCHOOL OF BUSINESS | RM15-R5 | 19.02.2025 |