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Exploring Direct and Customer Relationship Marketing

4.00 ( 1 Ratings by Goodreads)
Exploring Direct and Customer Relationship Marketing

Exploring Direct and Customer Relationship Marketing

(Author) (Author) (Author)
4.00 (1 Ratings by Goodreads)
paperback
Published: 19 February, 2004
Standard worldwide delivery by Wed, July 22 - Mon, July 27
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Description

Exploring Direct and Relationship Marketing, offers an invaluable insight into the world of direct and relationship marketing. The new edition has been thoroughly revised and updated and it provides an excellent mix of academic theory and practical application. There is extensive underpinning from theory of the ideas and approaches presented, drawing from practical experience of many companies and practiotioners. It is particularly suitable for undergraduate and postgraduate courses in direct marketing and related courses. Exploring Direct and Relationship Marketing 2/e examines the theory of direct marketing and provides a clear and comprehensive understanding of the issues such as the strategic impact of direct marketing, the sources and use of data that operationalises relationship programmes, the use of interactive media for acquisition, retention and loyalty strategies the impact of technology and implications for organisations and customers of new relational models of interaction.
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More Details

Type Book
ISBN13 9781861529015
ISBN10 1861529015
Number Of Pages 544
Item Weight 1037 g
Product Dimensions 188 x 28 x 242 mm
Publisher / Reseller Thomson Learning
Format paperback
Edition 2nd Revised edition
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