Direct and Interactive Marketing

Paperback | May 1, 2001

byAdrian Sargeant, Douglas C. West

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This textbook offers a comprehensive review of the principles of direct, database, and interactive marketing. The book begins with an introduction to the discipline and goes on to explore each of the major subject areas that would be of relevance in the construction of a direct marketing plan: Testing and Research Analytical Techniques Customer Acquisition Understanding Buying Building a Customer Database Customer Loyalty Communications Strategy Communications Briefing Direct Marketing Agencies Budgeting Media Planning Electronic Channels Print, Production, and Fulfilment The Future of Direct Marketing The text offers a rich blend of theory and examples from professional practice. These examples are drawn from some of the most successful direct marketing undertaken on both sides of the Atlantic. The book includes a series of longer case studies, designed to form the basis of classwork anddiscussion at both undergraduate and postgraduate level. Each case is written with a decision focus and designed to allow students to draw on course material to allow them to analyse the available data and generate a range of alternative solutions. The book also includes the most up-to-date reviewof web marketing currently available in textbook form and a consideration of new media such as interactive and digital television.

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This textbook offers a comprehensive review of the principles of direct, database, and interactive marketing. The book begins with an introduction to the discipline and goes on to explore each of the major subject areas that would be of relevance in the construction of a direct marketing plan: Testing and Research Analytical Technique...

Adrian Sargeant is Robert Hartsook Professor of Fundraising, Indiana University Douglas West is Professor of Marketing at the University of Westminster Business School

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Format:PaperbackDimensions:484 pages, 9.69 × 7.44 × 1.02 inPublished:May 1, 2001Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0198782535

ISBN - 13:9780198782537

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Table of Contents

1. Direct Marketing: The Development of a Discipline2. Market Planning3. Understanding Buying4. Customer Acquisition5. Building a Customer Database6. Customer Retention: Building Customer Loyalty7. Testing and Research8. Analytical Procedures9. Agencies and Direct Marketing Specialists10. Creative Briefing11. Media Planning12. Budgeting13. E-marketing14. Print, Production, and Fulfilment15. Towards the Future