01526nam a2200277Ia 4500 TVU_14616 210423s9999 xx 000 0 und d 1861529015 9781861529015 eng 658.84 M109 Evans, Martin Exploring direct and relationship marketing Martin Evans, Lisa O'Malley, Maurice Patterson Australia,United States Thomson 2004 xxiv, 520 p. ill. 26 cm Included index 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 Direct marketing Martin Evans; Lisa O'Malley; Maurice Patterson Trung tâm Học liệu Trường Đại học Trà Vinh