Direct Marketing Management: United States Edition - Hardcover

Roberts, Mary Lou; Berger, Paul D.

3.12

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9780130804341: Direct Marketing Management: United States Edition

Hardcover

ISBN 10: 0130804347 ISBN 13: 9780130804341

Publisher: Pearson, 1999

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Written by a marketer/decision scientist team, this text explores all aspects of the discipline of direct marketing management ― with a focus throughout on the best state-of-the-art practices and supporting research and theory.

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About the Author:

Mary Lou Roberts has been a tenured professor of marketing at the University of Massachusetts and held a number of administrative positions there including Director of Development. She currently teaches Internet Marketing to a global cadre of students at the Harvard University Extension School. Her Ph.D. in marketing is from the University of Michigan. She is senior author of Direct Marketing Management, 2e, available on her website www.marylouroberts.info. She has published extensively in marketing journals in the U.S. and Europe. Dr. Roberts is a frequent presenter on programs of both professional and academic marketing organizations, and has consulted and provided planning services and management training programs for a wide variety of corporations and non-profit organizations. She has been an active member of many professional organizations and has served on a number of their boards.

Synopsis:

This revised text includes coverage of electronic commerce, database marketing and research into direct and on-line marketing.

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