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Direct and Interactive Marketing

Paperback • 2001 • English

Direct and Interactive Marketing

By Sargeant, Adrian, Douglas West

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About the book

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 AgenciesBudgetingM...Show more

Economics, Finance, Business and Management
Economics
Sales and marketing management

Book details

ISBN

9780198782537

Published year

2001

Language

English

Original title

Direct and Interactive Marketing

Format

Paperback

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