Direct Marketing Quantified
N.A.P.C.O.
January 1, 2005 SKU: WL1737411
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| With this book, you will have the resources and insight to establish your course, quantify your objectives, measure your effectiveness, and use extra tools to increase your profitability. Fourteen chapters are packed with how-to information that’s easy to read and practical to apply to any direct marketing business
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1) Marketing Portfolio Management
2) Allocating Your Sales Dollar
3) Defining and Establishing Breakeven Tolerance
4) Allowable Marketing Cost
5)Lead Generation Allowable Marketing Cost
6) Forecasting Long-Term Sales
7) Forecasting Future Breakeven
8) Allocating Orders from Unknown Sources
9) Drawing Lines in the Sand of Circulation Analysis
10) ZIP Code Model Process and Methodology
11) Building Response Projection Curves
12) Reading Test Results With Confidence
13) Customer Segmentation and Analysis
14) Square-Inch Analysis
15) Taking Action
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