Exploring Direct and Relationship Marketing - Couverture souple

Evans, Martin; O'Malley, Lisa; Patterson, Maurice

Couverture souple

ISBN 10 : 1861529015 ISBN 13 : 9781861529015

Editeur : Cengage Learning EMEA, 2004

Synopsis

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.

Détails de l'édition

• Éditeur: Cengage Learning EMEA
• Date d'édition: 2004
• Langue: anglais
• ISBN 10: 1861529015
• ISBN 13: 9781861529015
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 544
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible