Principles of direct and database marketing : a digital orientation
著者
書誌事項
Principles of direct and database marketing : a digital orientation
Prentice Hall Financial Times, 2008
4th ed
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注記
Previous ed.: 2005
Includes bibliographical references and index
内容説明・目次
内容説明
This market-leading, forward thinking textbook comprehensively addresses the impact of new technologies on the principles and practices of Direct Marketing.
目次
PART I: INTRODUCING DIRECT MARKETING
1. What is direct marketing?
2. The database
PART II: USING DIRECT MAREKTING TO ANALYSE THE MARKETING SITUATION
3. The customer database: analysis and applications
4. Using external databases in direct marketing
PART III: SETTING OBJECTIVES & STRATEGIES WITHIN DIRECT MARKETING
5. Direct marketing objectives and strategies
6. The strategic influences on direct marketing
7. Relationship marketing and CRM
8. The Internet
9. Social networks: a new perspective for direct marketing
PART IV: DIRECT MARKETING IMPLEMENTATION & CONTROL
10. Offers and incentives in direct marketing
11. Direct marketing media
12. Acquisition Media
13. Creative practice and consumer behaviour in direct marketing
14. Testing, budgeting and research in direct marketing
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