Supply Chain Optimization or Direct Marketing Management

Supply Chain Optimization

Author: J Geunes

Supply Chain Optimization captures the latest results in a segment of current research activity in supply chain management. This research area focuses on applying optimization techniques to supply chain management problems. The research papers that make up the volume provide a snapshot of state-of-the-art optimization methods within the field. This book presents rigorous modelling approaches for supply chain operations problems with a goal of improving supply chain performance (or the performance of some segment thereof). It contains high-quality works from leading researchers in the field whose expertise fits within this scope. The book provides a diverse blend of research topics and novel modelling and solution approaches for difficult classes of supply chain operations, planning, and design problems.

Book about: Inside the Yoga Sutras or 3 Hour Diet On the Go

Direct Marketing Management

Author: Mary Lou Roberts

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.

Booknews

A textbook introducing the principles and methods of the approach. Considers the basis of direct marketing, decision variables, special techniques, and media. Updated from the 1989 edition to reflect the broader use of direct marketing and the recognition that success depends on developing and strategically using the database rather than on how slick the medium is. Annotation c. by Book News, Inc., Portland, Or.

Table of Contents:

	Preface
Pt. 1	The Basis of Direct Marketing
Ch. 1	Contemporary Direct Marketing	1
Ch. 2	Planning a Direct Marketing Program	19
Pt. 2	Direct Marketing Decision Variables
Ch. 3	Offer Planning and Positioning	37
Ch. 4	Mailing Lists: Processing and Selection	62
Ch. 5	List Segmentation	88
Ch. 6	Creative Strategy and Execution	117
Ch. 7	Fulfillment and Customer Service	138
Pt. 3	Special Techniques of Direct Marketing
Ch. 8	Developing and Using Customer Databases	161
Ch. 9	Profitability and Lifetime Value	179
Ch. 10	Testing Direct Marketing Programs	202
Ch. 11	Business-to-Business Direct Marketing	234
Pt. 4	Direct Marketing Media
Ch. 12	Developing Direct Mail Campaigns	265
Ch. 13	Catalog Marketing	296
Ch. 14	Telephone Marketing	329
Ch. 15	Direct Response in Print Media	357
Ch. 16	Direct Response in Broadcast Media	382
Ch. 17	Interactive Media	409
	Index	443