Direct and interactive marketing

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Title:

Author:

Sargeant, Adrian.

ISBN:

9780198782537

Personal Author:

Sargeant, Adrian.

Publication Information:

Oxford [England] ; New York : Oxford University Press, 2001.

Physical Description:

xxiii, 460 p. : ill. ; 25 cm.

Contents:

1. Direct Marketing: The Development of a Discipline -- 2. Market Planning -- 3. Understanding Buying -- 4. Customer Acquisition -- 5. Building a Customer Database -- 6. Customer Retention - Building Customer Loyalty -- 7. Testing and Research -- 8. Analytical Procedures -- 9. Agencies and Direct Marketing Specialists -- 10. Creative Briefing -- 11. Media Planning -- 12. Budgeting -- 13. E-marketing -- 14. Print, Reduction, and Fulfilment -- 15. Towards the Future.

Subject Term:

Direct marketing.

Interactive marketing.

Added Author:

West, Douglas C.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015690999	658.84 S245D 2001	1	Searching... Unknown
Searching... 1:IIEMSA	1:GEN-BOOK	33168015766724	658.84 S245D 2001	2	Searching... Unknown

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Summary

This textbook offers a comprehensive review of the principles of direct, database, and interactive marketing. The book begins with an introduction to the discipline and goes on to explore each of the major subject areas that would be of relevance in the construction of a direct marketing plan: Testing and Research Analytical Techniques Customer Acquisition Understanding Buying Building a Customer Database Customer Loyalty Communications Strategy Communications Briefing Direct Marketing Agencies Budgeting Media Planning Electronic Channels Print, Production, and Fulfilment The Future of Direct Marketing The text offers a rich blend of theory and examples from professional practice. These examples are drawn from some of the most successful direct marketing undertaken on both sides of the Atlantic. The book includes a series of longer case studies, designed to form the basis of classwork and discussion at both undergraduate and postgraduate level. Each case is written with a decision focus and designed to allow students to draw on course material to allow them to analyse the available data and generate a range of alternative solutions. The book also includes the most up-to-date review of web marketing currently available in textbook form and a consideration of new media such as interactive and digital television.