Direct And Interactive Marketing - Adrian Sargeant; Douglas C. West

Autor:		Adrian Sargeant; Douglas C. West
Editorial:		Oxford University Press
Año:		2001
ISBN:		9780198782537
Encuadernación:		Encuadernación de tapa blanda
Idioma:		eng
Ilustrador:		...

Texto en inglés. Tapa blanda de editorial ilustrada. Sin subrayados ni anotaciones. Buen estado de conservación. 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.