Principles of direct and database marketing
著者
書誌事項
Principles of direct and database marketing
Financial Times Prentice Hall, 2001
2nd ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
For 2nd and 3rd year undergraduate options in direct marketing. For postgraduate MA courses in direct marketing. For Institute of Direct Marketing diploma courses. This comprehensive text covers all aspects of direct and database marketing. Examining direct marketing within a wider context, the book explores issues such as relationship marketing, customer loyalty and brand marketing. Still the most dedicated direct marketing text, this book marries the academic principles with the practicalities of the commercial world.
目次
Preface. Acknowledgements. How this book relates to direct marketing planning. PART 1: INTRODUCING DIRECT MARKETING. 1. What is Direct Marketing? 2. The Database PART 2: USING DIRECT MARKETING TO ANALYSE THE MARKETING SITUATION. 3. The Customer Debate: Analysis and Applications 4. Using External Databases in Direct Marketing PART 3: SETTING OBJECTIVES AND STRATEGIES WITHIN DIRECT MARKETING. 5. Direct Marketing Objectives and Strategies 6. The Internet 7. The Strategic Influences on Direct Marketing PART 4: DIRECT MARKETING IMPLEMENTATION AND CONTROL. 8. Offers and Incentives in Direct Marketing 9. Direct Marketing Media 10. Acquisition media 11. Direct Marketing Creative Practice 12. Testing, Budgeting and Research in Direct Marketing 13. Worked Case Study: Daewoo UK Answering Direct Marketing Case Study. Index Index of references.
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