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...

Popoln opis

Shranjeno v:
Bibliografske podrobnosti
Glavni avtor: Evans, Martin
Drugi avtorji: Martin Evans; Lisa O'Malley; Maurice Patterson
Jezik:Undetermined
English
Izdano: Australia,United States Thomson 2004
Teme:
Oznake: Označite
Brez oznak, prvi označite!
Thư viện lưu trữ: Trung tâm Học liệu Trường Đại học Trà Vinh
Opis
Izvleček: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
Fizični opis:xxiv, 520 p.
ill.
26 cm
Bibliografija:Included index
ISBN:1861529015
9781861529015