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Direct and interactive marketing / Adrian Sargeant, Douglas C. West

Main Author Sargeant, Adrian Coauthor West, Douglas C. Publication New York : University Press, 2001 Description XXIV, 460p. ISBN 0-19-878253-5 Abstract Resumo: This textbook offers a comprehensive review of the principles of direct, database, and interactive marketing. Designed to accompany undergraduate and post-experience courses in this discipline, the text has been structured to reflect each of the stages that would commonly be encountered in the creation of an interactive marketing plan. It provides a consideration of both customer acquisition and customer development and a detailed examination of the research and analytical techniques employed in making marketing decisions
 Índice: 1 - Direct marketing: the development of a discipline; 2 - Market planning; 3 - Understanding buying; 4 - Customer acquisition; 5 - Building a costumer database; 6 - Customer retention - building customer loyalty; 7 - Testing and research; 8 - Analytical; 9 -Agencies and direct marketing specialists; 10 - Creative briefing; 11 - Media planning; 12 - Budgeting; 13 - E-marketing; 14 - Print, reduction, and fulfilment; 15 - Towards the future Topical name Marketing direto CDU 658.84
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Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IPAM Porto
658.84 SAR 3093 Available 3093
Total holds: 0

Resumo: This textbook offers a comprehensive review of the principles of direct, database, and interactive marketing. Designed to accompany undergraduate and post-experience courses in this discipline, the text has been structured to reflect each of the stages that would commonly be encountered in the creation of an interactive marketing plan. It provides a consideration of both customer acquisition and customer development and a detailed examination of the research and analytical techniques employed in making marketing decisions

Índice: 1 - Direct marketing: the development of a discipline; 2 - Market planning; 3 - Understanding buying; 4 - Customer acquisition; 5 - Building a costumer database; 6 - Customer retention - building customer loyalty; 7 - Testing and research; 8 - Analytical; 9 -Agencies and direct marketing specialists; 10 - Creative briefing; 11 - Media planning; 12 - Budgeting; 13 - E-marketing; 14 - Print, reduction, and fulfilment; 15 - Towards the future

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