Direct and interactive marketing
著者
書誌事項
Direct and interactive marketing
Oxford University Press, 2001
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
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.
目次
- 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, Production, and Fulfilment
- 15. Towards the Future
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