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Exploring Direct and Relationship Marketing.pdf

Exploring Direct and Relationship Marketing false
By:Martin J. Evans,Lisa O'Malley,Maurice A. Patterson
Published on 2004 by Cengage Learning EMEA


Exploring Direct and Relationship Marketing, offers an invaluable insight into the world of direct and relationship marketing. The new edition has been thoroughly revised and updated and it provides an excellent mix of academic theory and practical application. There is extensive underpinning from theory of the ideas and approaches presented, drawing from practical experience of many companies and practiotioners. It is particularly suitable for undergraduate and postgraduate courses in direct marketing and related courses. Exploring Direct and Relationship Marketing 2/e examines the theory of direct marketing and provides a clear and comprehensive understanding of the issues such as the strategic impact of direct marketing, the sources and use of data that operationalises relationship programmes, the use of interactive media for acquisition, retention and loyalty strategies the impact of technology and implications for organisations and customers of new relational models of interaction. The straightforward and direct writing style along with a wealth of contemporary examples and case studies brings the theory alive. The highly accessible text is divided into 4 Parts: Part 1 explores what direct marketing is and concentrates on the growth and origins of interactive and relational direct marketing Part 2 Analyses and evaluates the sources and use of data within direct and relationship marketing as well as examining the role and nature of conventional and new marketing research methods Part 3 analyses the nature of relationship marketing that the new data-informed marketing brings, to both organisation-customer interaction and organisation-organisation interaction, as well as investigating the recent phenonem of Customer Relationship Marketing (CRM) and Knowledge Management Part 4 explores media and messages for relational interaction, with particular attention paid to the Internet

This Book was ranked at 8 by Google Books for keyword Direct Marketing.

Book ID of Exploring Direct and Relationship Marketing's Books is ufufhHKkqmYC, Book which was written byMartin J. Evans,Lisa O'Malley,Maurice A. Pattersonhave ETAG "/p6YnRslaeI"

Book which was published by Cengage Learning EMEA since 2004 have ISBNs, ISBN 13 Code is 9781861529015 and ISBN 10 Code is 1861529015

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Book which have "520 Pages" is Printed at BOOK under CategoryBusiness and Economics

Book was written in en

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