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Exploring Direct and Customer Relationship Marketing | 
 enlarge | Authors: Martin Evans, Lisa O'malley, Maurice Patterson
Publisher: Cengage Learning Business Press
Category: Book
List Price: $67.99
Buy New: $44.27
You Save: $23.72 (35%)
New (15) Used (4) from $42.08
Sales Rank: 1934217
Media: Paperback
Edition: 2
Pages: 520
Number Of Items: 1
Shipping Weight (lbs): 2.3
Dimensions (in): 9.5 x 7.4 x 1.1
ISBN: 1861529015
Dewey Decimal Number: 658.84
EAN: 9781861529015
ASIN: 1861529015
Publication Date: February 19, 2004
Availability: Usually ships in 1-2 business days
Shipping: International shipping available
Condition: New & Shrinkwrapped. In stock - Immediate despatch from an efficient and professional leading British bookselling firm.
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| Editorial Reviews:
Product Description
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. The straightforward and direct writing style along with a wealth of contemporary examples and case studies brings the theory alive. The highly accessible text is divided into 4 Parts: Part 1 explores what direct marketing is and concentrates on the growth and origins of interactive and relational direct marketing Part 2 Analyses and evaluates the sources and use of data within direct and relationship marketing as well as examining the role and nature of conventional and new marketing research methods Part 3 analyses the nature of relationship marketing that the new data-informed marketing brings, to both organisation-customer interaction and organisation-organisation interaction, as well as investigating the recent phenonem of Customer Relationship Marketing (CRM) and Knowledge Management Part 4 explores media and messages for relational interaction, with particular attention paid to the Internet
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