HOME | BESTSELLERS | NEW RELEASES | PRICE WATCH | FICTION | BIOGRAPHIES | E-BOOKS |
+ PRICE WATCH
* Amazon pricing is not included in price watch
Exploring Direct and Customer Relationship Marketing Book
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 InternetRead More
from£66.13 | RRP: * Excludes Voucher Code Discount Also available Used from £4.90
- 1861529015
- 9781861529015
- Martin Evans, Lisa O'Malley, Maurice Patterson
- 19 February 2004
- Thomson Learning
- Paperback (Book)
- 544
- 2nd Revised edition
As an Amazon Associate we earn from qualifying purchases. If you click through any of the links below and make a purchase we may earn a small commission (at no extra cost to you). Click here to learn more.
Would you like your name to appear with the review?
We will post your book review within a day or so as long as it meets our guidelines and terms and conditions. All reviews submitted become the licensed property of www.find-book.co.uk as written in our terms and conditions. None of your personal details will be passed on to any other third party.
All form fields are required.