Direct and Interactive Marketing

Direct and Interactive Marketing

by Adrian Sargeant, Douglas C. West
     
 

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

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.

Product Details

ISBN-13:
9780198782537
Publisher:
Oxford University Press, USA
Publication date:
08/28/2002
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

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >