The New Integrated Direct Marketing

The New Integrated Direct Marketing

by Mike Berry
     
 

ISBN-10: 0566079607

ISBN-13: 9780566079603

Pub. Date: 06/20/2005

Publisher: Ashgate Publishing, Limited

Product Details

ISBN-13:
9780566079603
Publisher:
Ashgate Publishing, Limited
Publication date:
06/20/2005
Pages:
256
Product dimensions:
9.61(w) x 6.77(h) x 0.87(d)

Related Subjects

Table of Contents

List of figures and plates
Preface
Acknowledgements
Introduction1
1Direct marketing5
2Sales promotion29
3Advertising51
4The changing scene - integration67
5Direct marketing and sales promotion: one discipline or two?91
6The creative process113
7The marketing database145
8The integrated communications agency163
9Making it happen - integration in action183
10An integrated future?223
Bibliography and further reading235
Index237

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