Direct and Interactive Marketing

Direct and Interactive Marketing

by Adrian Sargeant, Douglas C. West


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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)

About 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

Table of Contents

1. Direct Marketing: The Development of a Discipline
2. Market Planning
3. Understanding Buying
4. Customer Acquisition
5. Building a Customer Database
6. Customer Retention: Building Customer Loyalty
7. Testing and Research
8. Analytical Procedures
9. Agencies and Direct Marketing Specialists
10. Creative Briefing
11. Media Planning
12. Budgeting
13. E-marketing
14. Print, Production, and Fulfillment
15. Towards the Future

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