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Direct and Interactive Marketing
Af: Douglas C. West, Adrian Sargeant Engelsk Paperback
SPAR
kr 50
Direct and Interactive Marketing
Af: Douglas C. West, Adrian Sargeant Engelsk Paperback
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 ResearchAnalytical TechniquesCustomer AcquisitionUnderstanding BuyingBuilding a Customer DatabaseCustomer LoyaltyCommunications StrategyCommunications BriefingDirect Marketing AgenciesBudgetingMedia PlanningElectronic ChannelsPrint, Production, and FulfilmentThe Future of Direct MarketingThe 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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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 ResearchAnalytical TechniquesCustomer AcquisitionUnderstanding BuyingBuilding a Customer DatabaseCustomer LoyaltyCommunications StrategyCommunications BriefingDirect Marketing AgenciesBudgetingMedia PlanningElectronic ChannelsPrint, Production, and FulfilmentThe Future of Direct MarketingThe 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.
Produktdetaljer
Sprog: Engelsk
Sider: 484
ISBN-13: 9780198782537
Indbinding: Paperback
Udgave:
ISBN-10: 0198782535
Kategori: Reklame
Udg. Dato: 31 maj 2001
Længde: 28mm
Bredde: 246mm
Højde: 189mm
Oplagsdato: 31 maj 2001
Forfatter(e) Douglas C. West, Adrian Sargeant


Kategori Reklame


Sprog Engelsk


Indbinding Paperback


Sider 484


Udgave


Længde 28mm


Bredde 246mm


Højde 189mm


Udg. Dato 31 maj 2001


Oplagsdato 31 maj 2001

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