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DIRECT AND INTERACTIVE MARKETING
SARGEANT A. wydawnictwo: OXFORD , rok wydania 2001, wydanie I cena netto: 255.00 Twoja cena 242,25 zł + 5% vat - dodaj do koszyka Direct and Interactive
Marketing
Adrian Sargeant, Professor of
Marketing, Henley Management College
Douglas C. West, Professor of
Marketing, University of Westminster Business School
- Strong
academic and theoretical base makes this text ideal as an introduction to the subject for
students on marketing courses
- Covers
practical techniques and is structured to encourage and support readers in the development
of their own direct marketing plans
- Detailed
consideration of the pertinent analytical procedures provides a useful framework for
understanding the problems in constructing a marketing plan and the tactics necessary for
overcoming them
- Use
of detailed case study material allows the reader to see how marketing plans operate in
practice
- Case
studies include a wide range of international examples, including Pepsi, Nike, Virgin
Direct, the Indianapolis Colts, the Vietnam Board of Tourism, and United Airlines
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.
Readership: Undergraduate and postgraduate students of Marketing. Students of the
Institute of Direct Marketing's Diploma. Marketing professionals
Contents/contributors
- 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
380 pages
Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub
anglojęzyczny jest aktualnie na półce księgarni.
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