Contact
How to shop
Delivery
Shopping guide
Direct and Interactive Marketing
English
232 b
Up to 30 days for returns
Customers also purchased
/
Paperback
42.72
€
/
Paperback
16.98
€
/
Paperback
10.24
€
/
Paperback
12.56
€
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 Briefing Direct 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.
About the book
English
Give this book today
It's easy
1 Add to cart and choose Deliver as present at the checkout 2 We'll send you a voucher 3 The book will arrive at the recipient's addressYou might also be interested in
/
Paperback
16.98
€
/
Paperback
15.87
€
/
Paperback
36.18
€
/
Paperback
7.43
€
/
Paperback
23.11
€
/
Paperback
20.20
€
Hi! I'm Libroamiko, your book advisor.
How can I help you?