Exploring direct marketing
Title:
Exploring direct marketing
Author:
O'Malley, Lisa.
ISBN:
9781861524027
Personal Author:
Edition:
1st ed.
Publication Information:
London ; New York : International Thomson Business Press, 1999.
Physical Description:
xx, 492 p. : ill. (some col.) ; 25 cm.
Contents:
1. The Rise of Direct Marketing -- 2. Planning for Direct Marketing -- 3. Segmentation and Direct Marketing -- 4. The Marketing Database -- 5. Market Research and Testing -- 6. Customer Acquisition, Retention and Loyalty -- 7. Relationship Marketing -- 8. Direct Marketing Media -- 9. The Internet -- 10. Creativity, Production and Fulfilment -- 11. The Law of Direct Marketing -- 12. Direct Marketing and Social Responsibility -- 13. Cases and Clippings.
Abstract:
Exploring Direct Marketing is a textbook aimed at the growing number of direct marketing students at universities, colleges and on professional courses, particularly courses run by and for the Institute of Direct Marketing (IDM) and the Chartered Institute of Marketing (CIM). Exploring Direct Marketing examines the theory of direct marketing and provides a clear and comprehensive understanding of issues such as the strategic impact of direct marketing, the use of direct marketing communications to encourage loyalty and build customer relationships, and the impact of technology and ethical concerns.
Subject Term: