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John Stockwell - Direct marketing checklists

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99 Ready-to-Use Checklists, Charts, and Forms That Guarantee Success in Direct Response Heres everything you need to save time, reduce costs, eliminate risk, and ensure that your direct marketing programs are on track to succeed. This all-inclusive set of checklists covers every key element of direct marketing planning, strategy development, budgeting, and successful implementation. It will help you: Set goals and find out what it will take to achieve them Plan your program--identify customers, set prices, and forecast sales and breakeven points Conduct market research and effective testing Select the right media-from direct mail to space ads, catalogs, telemarketing, and more Create direct marketing pieces-cost--effectively and on schedule Turn prospects into long-term customers through effective back-end marketing Master essential direct marketing math A survival kit you will use over and over again, Direct Marketing Checklists is the best marketing investment youll ever make. John Stockwell is President of Diadem, Inc., a full-service direct response agency based in Englewood Cliffs, NJ. Henry Shaw is President of Merceret Associates, a marketing consulting firm located in Old Tappan, NJ.

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title Direct Marketing Checklists author Stockwell John Shaw - photo 1

title:Direct Marketing Checklists
author:Stockwell, John.; Shaw, Henry
publisher:NTC Contemporary
isbn10 | asin:0844232246
print isbn13:9780844232249
ebook isbn13:9780071397063
language:English
subjectDirect marketing--Planning.
publication date:1994
lcc:HF5415.126.S755 1994eb
ddc:658.8/4
subject:Direct marketing--Planning.
Page i
Direct Marketing Checklists
John Stockwell
Henry Shaw
Direct marketing checklists - image 2 NTC Business Books
a division of NTC Publishing Group Lincolnwood, Illinois USA
Page ii
Library of Congress Cataloging-in-Publication Data
Stockwell, John.
Direct marketing checklists/John Stockwell, Henry Shaw.
p. cm.
ISBN 0-8442-3224-6
1. Direct marketingPlanning. I. Shaw, Henry (Henry M.)
II. Title.
HF5415.126.S755 1993
658.8'4dc20Picture 3Picture 4Picture 5Picture 693-6694
Picture 7Picture 8Picture 9Picture 10Picture 11CIP
Published by NTC Business Books, a division of NTC Publishing Group
4255 West Touhy Avenue
Lincolnwood (Chicago), Illinois 60646-1975, U.S.A.
1994 by NTC Publishing Group. All rights reserved.
No part of this book may be reproduced, stored in a retrieval system,
or transmitted in any form or by any means,
electronic, mechanical, photocopying, recording or otherwise,
without the prior permission of NTC Publishing Group.
Manufactured in the United States of America.
3 4 5 6 7 8 9 ML 9 8 7 6 5 4 3 2 1
Page iii
CONTENTS
Part I
Planning for Direct Marketing Campaigns
1
3 Checklists to Define Direct Marketing Goals
2
Picture 12
Goal Setting
2
Picture 13
The Importance of Continual Goal Setting
4
10 Checklists for Product Planning
6
Picture 14
Is Direct Response Right for Your Product?
6
Picture 15
Defining Product Benefits
6
Picture 16
Identifying the Target Market
7
Picture 17
Identifying Target Market Segments
7
Picture 18
Qualifying Market Segments
8
Picture 19
Selecting New Products
8
Picture 20
Pricing Products
9
Picture 21
Product Life Cycle
9
7 Checklists for Conducting Marketing Research
10
Picture 22
Finding Out How Marketable Your Product Is
10
Picture 23
Types of Marketing Research You Can Conduct
10
Picture 24
Market Research Methods
11
Picture 25
Conducting Market Research
12
Picture 26
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