Exploring direct and relationship marketing
The highly accessible text is divided into 4 Parts: Part 1 explores what direct marketing is and concentrates on the growth and origins of interactive and relational direct marketing Part 2 Analyses and evaluates the sources and use of data within direct and relationship marketing as well as examini...
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| Idioma: | Undetermined English |
| Publicado em: |
Australia,United States
Thomson
2004
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| Thư viện lưu trữ: | Trung tâm Học liệu Trường Đại học Trà Vinh |
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| Resumo: | The highly accessible text is divided into 4 Parts: Part 1 explores what direct marketing is and concentrates on the growth and origins of interactive and relational direct marketing Part 2 Analyses and evaluates the sources and use of data within direct and relationship marketing as well as examining the role and nature of conventional and new marketing research methods Part 3 analyses the nature of relationship marketing that the new data-informed marketing brings, to both organisation-customer interaction and organisation-organisation interaction, as well as investigating the recent phenonem of Customer Relationship Marketing (CRM) and Knowledge Management Part 4 explores media and messages for relational interaction, with particular attention paid to the Internet |
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| Descrição Física: | xxiv, 520 p. ill. 26 cm |
| Bibliografia: | Included index |
| ISBN: | 1861529015 9781861529015 |