| Description |
xxiv, 520 pages : illustrations ; 25 cm |
| Contents |
Pt. 1. What is Direct Relational Marketing? -- 1. The growth and nature of direct relational marketing -- Pt. 2. Data and Information Drivers -- 2. Data sources -- 3. Data metrics -- 4. Testing in direct relational marketing -- 5. Marketing research for customer insight -- 6. Technological targeting -- Pt. 3. Relational Marketing -- 7. Relational interaction -- 8. Knowledge management -- 9. Acquisition, retention and loyalty strategies -- Pt. 4. Relational Vehicles and Messages -- 10. Relational media -- 11. Virtual relationships -- 12. Relational messages -- Pt. 5. Direct and Relational Planning within a Societal Context -- 13. Customer reactions and the regulation of data-driven marketing -- 14. Planning and executing direct relational marketing |
| Summary |
"Exploring Direct & Customer Relationship Marketing, Second Edition 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 practitioners. It is particularly suitable for undergraduate and postgraduate courses in direct marketing and related courses."--BOOK JACKET |
| Notes |
First edition published as Exploring direct marketing / Lisa O'Malley, Maurice Patterson, Martin Evans, 1999 |
| Bibliography |
Includes bibliographical references and indexes |
| Subject |
Selling.
|
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Relationship marketing.
|
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Direct marketing.
|
| Author |
O'Malley, Lisa, author
|
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Patterson, Maurice (Maurice A.), author
|
| LC no. |
00002594 |
| ISBN |
1861529015 |
|
