Direct and Interactive Marketing
By:Adrian Sargeant,Douglas C. West
Published on 2001 by Oxford University Press on Demand
This textbook offers a comprehensive review of the principles of direct, database, and interactive marketing. The book begins with an introduction to the discipline and goes on to explore each of the major subject areas that would be of relevance in the construction of a direct marketing plan: Testing and Research Analytical Techniques Customer Acquisition Understanding Buying Building a Customer Database Customer Loyalty Communications Strategy Communications BriefingDirect Marketing Agencies Budgeting Media Planning Electronic Channels Print, Production, and Fulfilment The Future of Direct Marketing The text offers a rich blend of theory and examples from professional practice. These examples are drawn from some of the most successful direct marketing undertaken on both sides of the Atlantic. The book includes a series of longer case studies, designed to form the basis of classwork and discussion at both undergraduate and postgraduate level. Each case is written with a decision focus and designed to allow students to draw on course material to allow them to analyse the available data and generate a range of alternative solutions. The book also includes the most up-to-date review of web marketing currently available in textbook form and a consideration of new media such as interactive and digital television.
This Book was ranked at 7 by Google Books for keyword marketing for advanced gnvq advanced business gnvq.
Book ID of Direct and Interactive Marketing's Books is QyKkQgAACAAJ, Book which was written byAdrian Sargeant,Douglas C. Westhave ETAG "2Ovy6JRphPQ"
Book which was published by Oxford University Press on Demand since 2001 have ISBNs, ISBN 13 Code is 9780198782537 and ISBN 10 Code is 0198782535
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