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Direct marketing in Ireland : theory and practice / edited by Mary Lawlor, John Keane.

Contributor(s): Material type: TextTextPublication details: Dublin : Oak Tree Press, 1998.Description: xvii, 684 p. ; 24 cmISBN:
  • 1860760929
  • 9781860760921:
Subject(s): DDC classification:
  • 658.84
Contents:
[PART 1 Direct Marketing Strategy] The art and science of direct marketing / Aidan O'Driscoll -- Reflections on direct marketing in Ireland / Francis G. Lalor -- Building brands through direct marketing / Mary Lawlor and Michael Killeen -- Customer acquisition / J. Cyril Gavaghan -- Customer retention / Aileen Kennedy and Margaret-Anne Lawlor -- Pricing and the direct marketing offer / John Jameson.
[PART 2 Database Strategy] Database strategy in an Irish context / Darren McGee -- Marketing research, testing and analysis / Donncha Ryan and Cathy McGennis -- Segmentation in direct marketing / Eddie Rohan and David Fitzgerald -- Direct marketing and privacy / Kieran Devenish -- Mailing lists and data protection / Michael O'Donovan, Bill Moss and Pat Cody.
[PART 3 Communications Strategy: Offers, Media and Creativity] Sales promotion / Laura Cuddihy and Helen Seymour -- Telemarketing / Mary Lawlor, Tom Trainor and Susan Wheeler -- The role of direct mail in direct marketing / Edel Foley and Matt Moran -- Direct marketing and print media in Ireland / Mairead Brady and Rosita Wolfe -- How to make your copy and design work together / Robert Hayes McCoy and Ger Doherty.
[PART 4 Emerging Technologies] Television: a transforming medium / Bernice O'Connor -- Television and direct response advertising / Ben Kealy and Peter Crotty -- The internet: implications for marketing and direct marketing / Joseph Coughlan and Joy Redmond -- Virtual shopping / Alan Leibert -- Smart cards / Joanne Reader -- Sales and marketing technology / Áine Cassidy.
[PART 5 Implementation of the Direct Marketing Strategy] Campaign management and budgeting / Valerie Gannon -- Fulfilment and customer care management / John Keane and Maria Keane -- The intimate future: the outlook for direct marketing in Ireland / Gerard O'Neill.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
General Lending Carlow Campus Library General Lending 658.84 (Browse shelf(Opens below)) 1 Available 28613
General Lending Carlow Campus Library General Lending 658.84 (Browse shelf(Opens below)) 1 Available 28612
General Lending Wexford Campus Library Wexford General Lending 658.84 (Browse shelf(Opens below)) 1 Available 43852
General Lending Wexford Campus Library Wexford General Lending 658.84 (Browse shelf(Opens below)) 1 Available 43853

Includes bibliographical references and index.

[PART 1 Direct Marketing Strategy] The art and science of direct marketing / Aidan O'Driscoll -- Reflections on direct marketing in Ireland / Francis G. Lalor -- Building brands through direct marketing / Mary Lawlor and Michael Killeen -- Customer acquisition / J. Cyril Gavaghan -- Customer retention / Aileen Kennedy and Margaret-Anne Lawlor -- Pricing and the direct marketing offer / John Jameson.

[PART 2 Database Strategy] Database strategy in an Irish context / Darren McGee -- Marketing research, testing and analysis / Donncha Ryan and Cathy McGennis -- Segmentation in direct marketing / Eddie Rohan and David Fitzgerald -- Direct marketing and privacy / Kieran Devenish -- Mailing lists and data protection / Michael O'Donovan, Bill Moss and Pat Cody.

[PART 3 Communications Strategy: Offers, Media and Creativity] Sales promotion / Laura Cuddihy and Helen Seymour -- Telemarketing / Mary Lawlor, Tom Trainor and Susan Wheeler -- The role of direct mail in direct marketing / Edel Foley and Matt Moran -- Direct marketing and print media in Ireland / Mairead Brady and Rosita Wolfe -- How to make your copy and design work together / Robert Hayes McCoy and Ger Doherty.

[PART 4 Emerging Technologies] Television: a transforming medium / Bernice O'Connor -- Television and direct response advertising / Ben Kealy and Peter Crotty -- The internet: implications for marketing and direct marketing / Joseph Coughlan and Joy Redmond -- Virtual shopping / Alan Leibert -- Smart cards / Joanne Reader -- Sales and marketing technology / Áine Cassidy.

[PART 5 Implementation of the Direct Marketing Strategy] Campaign management and budgeting / Valerie Gannon -- Fulfilment and customer care management / John Keane and Maria Keane -- The intimate future: the outlook for direct marketing in Ireland / Gerard O'Neill.

31.50

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