Response: The Complete Guide to Profitable Direct Marketing

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1 University Press Scholarship Online You are looking at 1-7 of 7 items for: keywords : marketers Response: The Complete Guide to Profitable Direct Marketing Lois K. Geller Published in print: 2002 Published Online: October ISBN: eisbn: Item type: book acprof:oso/ Marketing experts know that direct marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right way, always profitable. This book has been updated to include the latest tips and techniques, plus expanded coverage of direct marketing in the age of the Internet. This new revised edition offers a strategy for creating and sustaining a profitable direct marketing program both on- and off-line. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, the book explains how to create profitable direct-mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and more. Plus, the book shows how all of these strategies can be applied to Internet direct marketing, including loyalty programs, online catalogues, fulfillment and customer service, and more. The book provides examples drawn from companies large and small, including Ford Motor Company, American Express, and Flowers. Critical social marketing Gerard Hastings in Social Marketing and Public Health: Theory and practice Published in print: 2009 Published Online: February 2010 ISBN: eisbn: acprof:oso/ This chapter introduces critical marketing (the critical analysis of marketing) and explains why it is an invaluable tool for understanding: how marketing works; how it impacts on behaviour; and how it can be turned to social good. Critical marketing seeks not just to determine Page 1 of 5

2 what is wrong and bad about commercial marketing, but to reflect on its nature, learn from its successes, and analyse its weaknesses. This chapter begins by discussing the origins and characteristics of critical marketing. It then explains how the ideas underpinning critical marketing are as much part of marketing as consumer orientation and market research and, as such, should be adopted by social marketers. The final part of the chapter presents three critical marketing case studies on food, tobacco, and alcohol marketing, respectively. Amongst them, they illustrate some of the benefits of critical analysis, including healthier public policy, improved insights into effective behavioural change, and the whys and wherefores of collaboration. Inside Marketing: Practices, Ideologies, Devices Detlev Zwick and Julien Cayla (eds) Published in print: Published Online: May Item type: book acprof:oso/ This book offers a theoretically informed, critical perspective on contemporary marketing practice and its growing cultural, economic, and political influence worldwide. With marketing activities intensifying, the public has become much more aware of its status as consumers. Yet, the relentless visibility of marketing materials and messages in our everyday life contrasts sharply with the mystery surrounding the inner workings of the marketing profession. The silence on the subject is surprising, particularly because the nefarious effects of rampant marketing are widely recognized and marketers are generally identified as key agents in shaping the face of global capitalism. This collection of essays brings together leading scholars and practitioners from the fields of history, business, economic sociology, and cultural anthropology, who share an interest in inspecting the inner workings and outer effects of marketing as a material social practice, an ideology, and a technique. Their work raises some important and timely questions. For example, how has marketing transformed the pharmaceutical industry and what are the consequences for our lives? How does marketing influence the way we think of progress and modernity? How has marketing changed the way we think of childhood? Or, how does marketing appropriate the creativity of consumers for profit? Scholars, policymakers, and practitioners interested in the question of how marketing works need to acquire a profound theoretical and conceptual understanding of the institution as well as its practices and believe systems. Page 2 of 5

3 Inside Marketing: Practices, Ideologies, Devices Detlev Zwick and Julien Cayla Published in print: Published Online: May Page 3 of 5 acprof:oso/ In comparison to the impressive amount of resources, time, and energy going into researching the inner life of consumers, a rather minor effort has been made to study the growing army of economic actors whose work it is to define markets and give shape to the consumer culture as we know it. Furthermore, the results of the work that marketers do are, by definition, highly visible. Indeed, we would suggest that making things visible (in the sense of bringing forward and rendering meaningful and recognizable) through, for example, product design, packaging, display strategies, commercial architecture, branding, advertising, and promotional activities is the raison d'être of marketing. Yet, the visibility of marketing activities contrasts with the relative obscurity of the inner workings of the marketing profession. Indeed, little scholarly work has been directed at investigating the practices, ideologies, and devices of marketing professionals and how marketing work is enacted in organizational contexts. This book brings together leading social scientists and business scholars to deliver a systematic attempt to theorize contemporary marketing from the inside out Market-things Inside : Insights from Progressive Grocer (United States, ) Franck Cochoy Published in print: Published Online: May acprof:oso/ This chapter wonders about the overemphasis placed on consumers in marketing research. It starts from two questions: Is studying consumption exactly the same as studying consumers? Can consumption be understood through consumer behavior only? The emphasis placed on consumers tends to neglect at least two other factors that yet significantly frame the consumption game. The first factor is the supply side. Consumption is shaped by consumers, but also by marketers. As a consequence, if we want to fully understand consumption, we have to study both types of actor; we must research marketing as well as

4 purchasing and consuming. The second factor is that of market objects, devices, and technologies (Callon & Muniesa, 2007). If we really want to account for consumption, we thus have to study the three vertexes of the triangle: we need to supplement the study of consumers with a study of marketers, and the study of consumers and marketers with a study of market-things (Cochoy, 2007). The chapter proposes to follow such a view in starting from the latter vertex: through an analysis of the trade press journal Progressive Grocer over the period, and from the perspective of actor-network theory, it shows how many marketthings (cans, shelves, turnstiles, magic doors, ) were put in motion and articulated in order to help grocers and consumers behave differently, thus modifying the very actions and identities of consumers and other marketing actors Convoking the Consumer in Person: The Focus Group Effect Catherine Grandclément and Gérald Gaglio Published in print: Published Online: May acprof:oso/ This chapter is concerned with the work of focus group-based market research in representing the consumer. Dedicated to generating answers from consumers to questions asked by marketers, focus groups represent a process that requires a series of preliminary steps to physically convoke the consumer in the focus group room. Benefiting from the authors' extensive immersion in the field of market research in France, the chapter analyzes these steps from the initial marketing brief to the recruiting process to the writing of the discussion guide. During the preparation of focus group sessions, the consumer persona becomes so precisely defined that the moderator's challenge during the actual course of the focus group is to make the flesh and bones respondents in the room correspond to the pen-and-paper consumer previously defined. In addition, the focus group device with its concealed backroom frames the marketer who finds himself progressively trained to hear the voice of the consumer in the manufactured discourse of focus groups respondents. Page 4 of 5

5 Marketing and Envy Russell W. Belk in Envy: Theory and Research Published in print: 2008 Published Online: April 2010 ISBN: eisbn: acprof:oso/ This chapter focuses on ways in which marketers promote or use envy to sell products. Marketing strategies often take advantage of envy in order to create desires in consumers to obtain products associated with admired or envied sources. Sometimes the strategies are explicit through the use of celebrity models linked to a product; the resulting envy or the imagined self as the owner of the product spurring purchasing desires. Other strategies rely on a generalized other represented by what most people do. There are interesting shifts between envy avoidance to envy provocation, both historically and with increasing contemporary urbanization. The chapter reviews theory and research related to such topics as well as interesting cultural variations in marketing practices that make use of envy. The analysis addresses a number of conceptual issues important to understanding envy. Many instances of envy in marketing seem to argue for preserving the notion of benign envy as a legitimate category of envy, for example. In this benign sense, envy seems more something to be provoked rather than avoided. Page 5 of 5