Direct and Interactive Marketing

Informationen zum Autor Adrian Sargeant is Robert Hartsook Professor of Fundraising, Indiana UniversityDouglas West is Professor of Marketing at the University of Westminster Business School Klappentext This textbook offers a comprehensive review of the principles of direct, database, and interactive marketing. designed to accompany undergraduate and post-experience courses in this discipline, the text has been structured to reflect each of the stages that would commonly be encountered in the creation of an interactive marketing plan. It provides a consideration of both customer acquisition and customer development and a detailed examination of the research andanalytical techniques employed in making marketing decisions. Zusammenfassung Offers a comprehensive review of the principles of direct, database, and interactive marketing. This 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.

Produktdetails

• Autoren: Adrian Sargeant, Adrian (Robert Hartsook Professor of Fun Sargeant, Adrian (Robert Hartsook Professor of Fundraising Sargeant, Adrian West Sargeant, Sargeant Adrian, Douglas C. West, Douglas C. (Professor of Marketing West, West Douglas C.
• Verlag: Oxford University Press
• Sprache: Englisch
• Produktform: Taschenbuch
• Erschienen: 31.05.2001
• EAN: 9780198782537
• ISBN: 978-0-19-878253-7
• Seiten: 484
• Themen: Sozialwissenschaften, Recht,Wirtschaft > Wirtschaft > Werbung, Marketing; Advertising, BUSINESS & ECONOMICS / Advertising & Promotion, BUSINESS & ECONOMICS / Management, BUSINESS & ECONOMICS / Industries / Media & Communications, Business / Economics / Finance, BUSINESS & ECONOMICS / Marketing / Multilevel, Direktmarketing / Telemarketing, BUSINESS & ECONOMICS / Marketing / Direct, Management & management techniques, Advertising Industry, Management and management techniques