Direct and Interactive Marketing

ISBN-13: 9780198782537 / Angielski / Miękka / 2002 / 484 str.

Adrian Sargeant; Douglas West

Opis

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.

O autorze

Adrian Sargeant is Robert Hartsook Professor of Fundraising, Indiana University Douglas West is Professor of Marketing at the University of Westminster Business School