Financial services direct marketing : tactics, techniques and strategies
Title:
Financial services direct marketing : tactics, techniques and strategies
Author:
Rosenfield, James R.
Personal Author:
Publication Information:
Naperville, Ill. : Financial Sourcebooks, [1991]
©1991
Physical Description:
v, 240 pages : illustrations ; 24 cm
Language:
English
Contents:
Looking at the marketplace -- New fundamentals for a new era -- The planning process -- Media -- Direct mail: the core direct marketing medium -- Direct mail formats -- How to evaluate creative executions -- Testing -- Strategic direct marketing: going beyond response -- Case histories.
ISBN:
9780942061130
Format :
Book
