Receive the German-language trade magazine "werbewoche" in the m&k issue 4/1991 as a PDF download with the following table of contents:
Current: Direct Marketing
DM AT THE TURNING POINT?
Despite increasing expenditures for direct marketing measures, it cannot remain hidden that ever greater expenditures are necessary to achieve a certain result. And despite the so-called "personalization" of the offers, the return on investment is declining - partly because resistance is growing among those who are "delighted" in this way. In this situation, no mechanistic recipes can help, only applied psychology coupled with professional expertise. Author Dr. Marc Rutschmann.
THE FOUR DIMENSIONS OF DIRECT MARKETING
A fundamental assessment of the current state of direct marketing from the study "Die Wahrheit über Direct Marke ting" (The Truth about Direct Marketing), which was conducted at the time by the St.Gallen School of Economics on behalf of the Montreux DM Symposium.
DIRECT AAARKETING BECOMES SUPERMARKETING
A case study from the Swiss banking world, presented by Christian Zach. It proves that just the allegedly so restrained] Swiss banks use sophisticated DM methods with profit up to the last detail.
CUSTOMER CREDIT CARDS HAVE A PROMISING FUTURE
Customer cards of all kinds are highly popular. Not always with the hoped-for results. But used correctly and supported by accompanying measures, loyalty cards can make a significant contribution to boosting sales. Author: Peter Ho ler, NCR Data Center
FROM BUSINESS TO BUSINESS
Although direct marketing is associated in most people's minds with full mailboxes and masses of "personal" offers, its use is by no means limited to consumer goods. On the contrary, direct communication from supplier to industrial customer - from business to business - is becoming increasingly important. Contribution by Patrick B. Buchert.
BRINGING ADDRESS CORPSES TO NEW LIFE
The article by Markus Sailer describes how to make the best use of your address base.
ELECTRONIC DATABASES FOR BUSINESS CONTACTS
Bernhard v. Rochow of the Schweiz. Bank verein describes how small and medium-sized enterprises can also benefit from the many advantages of available business data banks.
WRITTEN LEARNING PROGRAMS AS A DM TOOL
Within direct marketing, written learning programs have been making their mark for some time with increasing success. Author: Kurt Schäfer.
Sale
RECOGNIZING AND AVOIDING INATTENTION
Inattention at all levels, harmless in individual cases, can add up quite nicely and prove to be a business inhibitor. Contribution by K. W. Public Relations Schiele.
Leadership
OPTIMALLY PREPARE NEW EMPLO YEES
Unfortunately, new employees are often initially "forgotten" after the recruitment interviews - until the new person suddenly appears on the doorstep. This is how opportunities are lost.
Packing
WELL PACKED IS HALF SOLD
Packaging, the "dress of the goods," has to fulfill a variety of functions. Among other things, it is an indispensable, but also controversial means of targeted sales promotion in the context of increased environmental awareness.
Public Relations
SPONSORING IN THE SALES STRATEGY
Contrary to many opinions, sponsorship can be an effective part of a well-designed sales strategy. Author Wase em Hussein describes what is important.
Meeting Points Switzerland
Media Extra
MEDIA SPONSORING - lAAAG A STrUMENT OF THE 90s? (Raymond Lüdi)
TRANSNATIONAL CO OPERATION FOR SMES
