Exploring Direct and Relationship Marketing

Patterson, Maurice, O'Malley, Lisa, Evans, Martin

ISBN 10: 1861529015 / ISBN 13: 9781861529015

Published by Cengage Learning, 2004

Former library copy. Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Seller Inventory # 58074257-20

Synopsis:

Exploring Direct and Relationship Marketing, 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 practiotioners. It is particularly suitable for undergraduate and postgraduate courses in direct marketing and related courses. Exploring Direct and Relationship Marketing 2/e examines the theory of direct marketing and provides a clear and comprehensive understanding of the issues such as the strategic impact of direct marketing, the sources and use of data that operationalises relationship programmes, the use of interactive media for acquisition, retention and loyalty strategies the impact of technology and implications for organisations and customers of new relational models of interaction.

About the Author: Maurice Patterson is lecturer at the University of Limerick.

Bibliographic Details

Title: Exploring Direct and Relationship Marketing
Publisher: Cengage Learning
Publication Date: 2004
Binding: Soft cover
Condition: Very Good
Edition: 2nd Edition.