http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
Exploring direct and relationship marketing
Martin Evans; Lisa O'Malley; Maurice Patterson
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
Martin Evans, Lisa O'Malley, Maurice Patterson