Direct marketing in Ireland : theory and practice / edited by Mary Lawlor, John Keane.
Material type: TextPublication details: Dublin : Oak Tree Press, 1998.Description: xvii, 684 p. ; 24 cmISBN:- 1860760929
- 9781860760921:
- 658.84
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.
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