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Direct Marketing Management - 2nd edition

Direct Marketing Management (ISBN10: 0130804347; ISBN13: 9780130804341)
ISBN13: 978-0130804341
ISBN10: 0130804347

Summary: Written by a marketer/decision scientist team, this text explores all aspects of the discipline of direct marketing management with a focus throughout on the best state of the art practices and supporting research and theory. Would you like a comprehensive text that reflects both practice and academic research? Features
  • NEW - Reflects the changing nature of the field throughout:
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    • The recognition by marketers of all kinds that the real power of the discipline lies in the development and strategic use of the marketing database, not in the media per se.
    • The recognition that relationship marketing, with its emphasis on customer service and retention, is the keystone of profitable marketing for the foreseeable future.
    • The sudden emergence of computer-based electronic media, best exemplified by the on-line services and the World Wide Web, as a major marketing vehicle.
    • The increasing globalization of businesses in the direct marketing industry and of the spread of direct marketing throughout the economically developed countries of the world.
  • NEW - Features new chapters on:
    • Planning a DM Program.
    • List Segmentation.
    • Interactive Marketing.
  • Uses an open, accessible, and engaging writing style throughout.
  • Offers complete coverage decision variables, segmentation and testing, and media (including the Internet).
...show more
Summary: Written by a marketer/decision scientist team, this text explores all aspects of the discipline of direct marketing management with a focus throughout on the best state of the art practices and supporting research and theory. Would you like a comprehensive text that reflects both practice and academic research? Features
  • NEW - Reflects the changing nature of the field throughout:
    • The recognition by marketers of all kinds that the real power of the discipline lies in the development and strategic use of the marketing database, not in the media per se.
    • The recognition that relationship marketing, with its emphasis on customer service and retention, is the keystone of profitable marketing for the foreseeable future.
    • The sudden emergence of computer-based electronic media, best exemplified by the on-line services and the World Wide Web, as a major marketing vehicle.
    • The increasing globalization of businesses in the direct marketing industry and of the spread of direct marketing throughout the economically developed countries of the world.
  • NEW - Features new chapters on:
    • Planning a DM Program.
    • List Segmentation.
    • Interactive Marketing.
  • Uses an open, accessible, and engaging writing style throughout.
  • Offers complete coverage decision variables, segmentation and testing, and media (including the Internet).
...show less

Edition/Copyright: 2ND 99
Cover:
Publisher: Prentice Hall, Inc.
Year Published: 1999
International: No

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