Direct and Interactive Marketing

Overview

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 and analytical techniques employed in making marketing ...

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Overview

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 and analytical techniques employed in making marketing decisions.

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Product Details

  • ISBN-13: 9780198782537
  • Publisher: Oxford University Press, USA
  • Publication date: 8/28/2002
  • Pages: 484
  • Product dimensions: 9.60 (w) x 7.30 (h) x 0.90 (d)

Meet the Author

Adrian Sargeant is Professor of Marketing at Henley Management College Douglas West is Professor of Marketing at the University of Westminster Business School

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Table of Contents

List of Figures
List of Tables
1 Direct Marketing: The Development of a Discipline 1
2 Market Planning 23
3 Understanding Buying 71
4 Customer Acquisition 119
5 Building a Customer Database 151
6 Customer Retention - Building Customer Loyalty 177
7 Testing and Research 215
8 Analytical Procedures 235
9 Agencies and Direct Marketing Specialists 279
10 Creative Briefing 299
11 Media Planning 333
12 Budgeting 363
13 E-marketing 377
14 Print, Reduction, and Fulfilment 413
15 Towards the Future 433
Index 453
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