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Direct Marketing
Term Paper # 104320
Direct Marketing
Evaluates strategies for direct marketing.
2,970 words (approx. 11.9 pages) |
12 sources |
APA | 2008
Paper Summary:
This paper examines the ways that direct marketing can provide the operational framework through which direct relations with customers may be built and maintained. The paper stresses that, because the investments required to launch a direct marketing campaign are quite high, management has to evaluate rigorously the profitability of launching direct marketing campaigns. The paper then underscores the importance of the market research through all stages of the functional value chain. The paper then points out methods of evaluating direct marketing programs such as calculating the return on investment (ROI). The paper presents Dell, Inc. and Amazon.com as examples of direct marketing programs.From the Paper:
"A widely practiced strategy in launching this type of marketing program is to do a test run initially. Data collected from the test run will provide an indication of the level of response to be expected if the direct marketing campaign is launched. If the level of response is judged to be too low, then the management has to revise its procedures of selecting the right consumer segment. Because the costs of implementing direct marketing programs are high and because direct marketing programs usually generate a very low percentage of response, it is critical that the right consumer segment be selected."Sample of Sources Used:
- Aaker, David A. (2004). Strategic Market Management. McGraw Hill/Irwin.
- Baldwin, Esther, and Martin Curley. (2007). Managing IT Innovation for Business Value: Practical Strategies for IT and Business Managers. Intel Press.
- Bildstein, Larry, 2008, 'Make direct marketing pay off', Journal of Accountancy, vol. 204, p. 38, EBSCOhost database Academic Search Premier, ISSN: 00218448.
- DeBevois, Kate, 2008, 'Tried & tested', Target Marketing, vol. 31, p. 26. EBSCOhost database Academic Search Premier, ISSN: 08895333.
- Dess, Gregory G., et al. (2007). Strategic Management: Creating Competitive Advantage. McGraw Hill/Irwin.
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Cite this paper
APA Citation:
Direct Marketing (2012, January 15). Retrieved February 12, 2012, from http://www.academon.com/Term-Paper-Direct-Marketing/104320
MLA Citation:
"Direct Marketing" 15 January 2012. Web. 12 Feb. 2012. <http://www.academon.com/Term-Paper-Direct-Marketing/104320>
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Jun 08, 2008 I have an MBA from National University of Singapore and a BBA from University of Dhaka, Bangladesh. In MBA, my major was in operations management. However I covered a wide variety of subjects in marketing, finance and accounting. My paper on the analysis of financial statements was published. I enrolled in National University of Singapore because I was offered a full scholarship from the Asian Development Bank, one of eight such awards given every year. As part of an exchange program, I also spent one quarter in University of Washington, Seattle. There I covered four subjects in marketing, statistics, operations and IT. I have also worked in a variety of professional roles that allowed to me apply my academic learnings to real life.
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