Direct Mail Fund Raising: Letters That Work (Nonprofit Management and Finance) by Robert L. Torre (1988-09-30)
Direct Mail Fund Raising: Letters That Work (Nonprofit Management and Finance) by Torre Robert L. Bendixen Mary Anne…
Written by a marketer/decision scientist team, this book explores all aspects of the discipline of direct marketing management –with a focus throughout on the best state-of-the-art practices and supporting research and theory. Covers: Databased Direct Marketing; Planning and Executing Direct Marketing Programs; Offer Planning and Positioning; Mailing Lists: Processing and Selection; List Segmentation; Creative Strategy and Execution; Fulfillment and Customer Service; Developing the Customer Database; Profitability and Lifetime Value; Testing Direct Marketing Programs; Business-to-Business Direct Marketing; Direct Mail Campaigns; Catalog Marketing; Telephone Marketing; Direct Response in Print Media; Direct Response in Broadcast Media; and The Interactive Media. For Direct Marketing and Marketing Communications professionals.