Direct Marketing in Action: Cutting-Edge Strategies for Finding and Keeping the Best Customers
Language: English
Published by Bloomsbury Publishing Plc, 2006
- Softcover
- New
Seller: Kennys Bookstore, Olney, MD, U.S.A.Kennys Bookstore
AbeBooks seller since October 9, 2009
Condition: New
£ 108.41
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Add to basketItem description from seller
In many ways, mass marketing - broadcasting one's message to a large population of potential customers - no longer works. This book covers issues that must be considered in developing an effective marketing strategy, including competitive analysis, information and data management, building brand loyalty, and measuring the results of campaigns. Editor(s): Thomas, Andrew R.; Lewison, Dale M.; Hauser, William J.; Orr, Linda M.; Foley, Linda M. Num Pages: 232 pages, 16 illustrations. BIC Classification: KJS. Category: (G) General (US: Trade); (P) Professional & Vocational; (U) Tertiary Education (US: College); (UP) Postgraduate, Research & Scholarly; (UU) Undergraduate. Dimension: 235 x 155 x 24. Weight in Grams: 513. . 2006. Hardback. . . . . Books ship from the US and Ireland.
Seller Inventory # V9780275992231
- Title
- Direct Marketing in Action: Cutting-Edge Strategies for Finding and Keeping the Best Customers
- Author
- Thomas, Andrew R.
- Publisher
- Bloomsbury Publishing Plc
- Publication year
- 2006
- Condition
- New
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 0275992233
- ISBN 13
- 9780275992231
From the dentist who sends check-up reminders to his patients to the hotel chain that customizes room amenities based on their guests' profiles, direct marketing is infused with the idea that the best allocation of our marketing dollar is one that focuses on and communicates with our particular micro market—and reinforces the distinctive benefits that we provide to those customers. In Direct Marketing in Action the authors cover the full range of issues that must be considered in developing an effective direct marketing strategy, including competitive analysis, information and data management, media and channel selection, building brand loyalty, and measuring the results of campaigns. Bridging the gap between research and practice, clearly defining terms and concepts, featuring numerous examples, and presented in a format that can be read cover-to-cover or in modular fashion, Direct Marketing in Action will serve as an essential handbook for marketers and a comprehensive overview for students, teachers, and researchers.
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Kennys Bookstore
Olney, MD, U.S.A.
AbeBooks seller since October 9, 2009
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