Direct and interactive marketing
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 creat...
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| Langue: | Undetermined English |
| Publié: |
Oxford [England],New York
Oxford University Press
2001
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| Thư viện lưu trữ: | Trung tâm Học liệu Trường Đại học Trà Vinh |
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| Résumé: | 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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| Description matérielle: | xxiii, 460 p. ill. 25 cm |
| Bibliographie: | Includes bibliographical references and index |
| ISBN: | 0198782535 9780198782537 |