Direct and Interactive Marketing
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39 170 Ft
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Product details:
- Publisher OUP Oxford
- Date of Publication 31 May 2001
- ISBN 9780198782537
- Binding Paperback
- No. of pages484 pages
- Size 247x188x26 mm
- Weight 924 g
- Language English
- Illustrations numerous tables 0
Categories
Short description:
This textbook offers a comprehensive review of the principles of direct, database, and interactive marketing. designed to accompany undergraduate and post-experience courses in this discipline, the text has been structured to reflect each of the stages that would commonly be encountered in the creation of an interactive marketing plan. It provides a consideration of both customer acquisition and customer development and a detailed examination of the research and analytical techniques employed in making marketing decisions.
MoreLong description:
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.
Table of Contents:
Direct Marketing: The Development of a Discipline
Market Planning
Understanding Buying
Customer Acquisition
Building a Customer Database
Customer Retention: Building Customer Loyalty
Testing and Research
Analytical Procedures
Agencies and Direct Marketing Specialists
Creative Briefing
Media Planning
Budgeting
E-marketing
Print, Production, and Fulfilment
Towards the Future
