Direct and Interactive Marketing

Name: Direct and Interactive Marketing
Brand: Oxford University Press
SKU: 9780198782537
Price: 42584 HUF
Availability: InStock

Szerző: Adrian Sargeant, Douglas West

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Kötés: Puha kötésű

Kiadó: Oxford University Press

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This textbook offers a comprehensive review of the principles of direct, database, and interactive m...

Információk a könyvről

Szerző

Adrian Sargeant, Douglas West

Nyelv

Angol

Kötés

Könyv - Puha kötésű

Kiadva

2001

oldal

484

EAN

9780198782537

ISBN

0198782535

Enbook ID

04528772

Kiadó

Oxford University Press

Súly

938

Méretek

189 x 246 x 28

Teljes leírás

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.

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Direct and Interactive Marketing

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