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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| Jezik: | Undetermined English |
| Izdano: |
Australia,United States
Thomson
2004
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| Teme: | |
| Oznake: |
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| Thư viện lưu trữ: | Trung tâm Học liệu Trường Đại học Trà Vinh |
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| LEADER | 01526nam a2200277Ia 4500 | ||
|---|---|---|---|
| 001 | TVU_14616 | ||
| 008 | 210423s9999 xx 000 0 und d | ||
| 020 | |a 1861529015 | ||
| 020 | |a 9781861529015 | ||
| 041 | |a eng | ||
| 082 | |a 658.84 | ||
| 082 | |b M109 | ||
| 100 | |a Evans, Martin | ||
| 245 | 0 | |a Exploring direct and relationship marketing | |
| 245 | 0 | |c Martin Evans, Lisa O'Malley, Maurice Patterson | |
| 260 | |a Australia,United States | ||
| 260 | |b Thomson | ||
| 260 | |c 2004 | ||
| 300 | |a xxiv, 520 p. | ||
| 300 | |b ill. | ||
| 300 | |c 26 cm | ||
| 504 | |a Included index | ||
| 520 | |a 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 | ||
| 650 | |a Direct marketing | ||
| 700 | |a Martin Evans; Lisa O'Malley; Maurice Patterson | ||
| 980 | |a Trung tâm Học liệu Trường Đại học Trà Vinh | ||