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Direct and Interactive Marketing - Adrian Sargeant

Direct and Interactive Marketing

Paperback

Published: 1st August 2001
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This textbook offers a comprehensive review of the principles of direct, database, and interactive marketing. The book begins with an introduction to the discipline and goes on to explore each of the major subject areas that would be of relevance in the construction of a direct marketing plan: Testing and Research Analytical Techniques Customer Acquisition Understanding Buying Building a Customer Database Customer Loyalty Communications Strategy Communications Briefing Direct Marketing Agencies Budgeting Media Planning Electronic Channels Print, Production, and Fulfilment The Future of Direct Marketing The text offers a rich blend of theory and examples from professional practice. These examples are drawn from some of the most successful direct marketing undertaken on both sides of the Atlantic. The book includes a series of longer case studies, designed to form the basis of classwork and discussion at both undergraduate and postgraduate level. Each case is written with a decision focus and designed to allow students to draw on course material to allow them to analyse the available data and generate a range of alternative solutions. The book also includes the most up-to-date review of web marketing currently available in textbook form and a consideration of new media such as interactive and digital television.

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

ISBN: 9780198782537
ISBN-10: 0198782535
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 484
Published: 1st August 2001
Publisher: Oxford University Press
Country of Publication: GB
Dimensions (cm): 24.7 x 18.8  x 2.6
Weight (kg): 0.87