Direct and Database Marketing: Targeting Interaction Control and Continuity - Couverture souple

MCCORKELL, Graeme

Couverture souple

ISBN 10 : 0749419601 ISBN 13 : 9780749419608

Editeur : Kogan Page, 1997

Synopsis

This text describes, and demonstrates through examples and case studies, how to adopt the methods, technology and techniques pioneered in direct marketing and apply them in the broader context of integrated marketing.;The opening sections of the book define what direct marketing is and explain why individual customer focus should be the aim of every marketer. The book then goes on to show how to collect and use data about customers by the use of one-to-one customer marketing databases. Planning direct marketing campaigns with an integrated marketing context, marketing communications, testing campaigns, evaluation, and the likely effect of new technology are also considered.

A propos du livre

À propos de l?auteur

Will Rowan is an experienced marketer and e-commerce consultant with his roots in blue-chip direct marketing. His consultancy, TheCustomer.co.uk, provides digital marketing consultancy to leading companies, banks, professional and educational bodies and major direct marketing agencies. A member of the Institute of Direct Marketing, he regularly runs workshops and courses for the Institute. Will is also the author of The E-commerce Pocketbook (published by Management Pocketbooks). Will can be contacted at ask@thecustomer.co.uk or you can participate in an online discussion with him on the Web site that accompanies this book: www.TheDigitalMarketingBook.com.

Détails de l'édition

• Éditeur: Kogan Page
• Date d'édition: 1997
• Langue: anglais
• ISBN 10: 0749419601
• ISBN 13: 9780749419608
• Reliure: Broché
• Nombre de pages: 320
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible