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The Definitive Guide to Direct and Interactive Marketing: How to Select, Reach and Retain the Right Customers
The Definitive Guide to Direct and Interactive Marketing: How to Select, Reach and Retain the Right Customers
paperback
Published:
11 September, 2003
paperback
Published:
11 September, 2003
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Description
We've all been on the receiving end of bad direct marketing. It's a waste of time and money and alienates more customers than it wins. Good direct marketing, on the other hand, is a totally different story. Some companies are so good at it that they manage to repeatedly target the right customers. Their direct marketing is so sharp that it closes the sale and so consistently useful that customers just keep coming back for more. More importantly, it is no longer a specialist function in a separate department. Few marketing managers can afford to be without a decent understanding of direct and interactive marketing. The Definitive Guide to Direct and Interactive Marketing is the essential handbook for anyone who needs to make sure their direct marketing works.
More Details
| Type | Book |
|---|---|
| ISBN13 | 9780273675204 |
| ISBN10 | 0273675206 |
| Number Of Pages | 416 |
| Item Weight | 720 g |
| Product Dimensions | 168 x 24 x 242 mm |
| Publisher / Reseller | Financial Times/ Prentice Hall |
| Format | paperback |
| Edition | 1 |
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Author's Bio
Merlin Stone is an Executive Consultant in Business Innovation Services for IBM. He is one of the UKs leading direct marketing academics & speakers, a respected consultant and the marketing manager of one of the UK's biggest users of direct marketing.
Alison Bond is a specialist direct and database marketing consultant. She previously worked as Market Information Manager with Air UK.
Elizabeth Blake is Senior Marketing Manager at BSkyB.