Exploring direct and customer relationship marketing /
By: Evans, Martin
Title By: Patterson, Maurice | OMalley, Lisa
Material type:
BookPublisher: Australia :. Thomson Learning, c2004.Edition: 2nd ed.Description: xxiv, 520 p. : ill ; 25 cm.ISBN: 9781861529015Subject(s): Direct marketing | Selling
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.812 EV EX (Browse shelf) | Available | T0036045 |
, Shelving location: Main Collection Close shelf browser
Includes bibliographical references and index.
Preface Acknowledgments List of exhibits List of tables Foreword Pt. 1 What is Direct Relational Marketing? p. 1 1 The growth and nature of direct relational marketing p. 3 Pt. 2 Data and Information Drivers p. 29 2 Data sources p. 31 3 Data metrics p. 53 4 Testing in direct relational marketing p. 99 5 Marketing research for customer insight p. 126 6 Technological targeting p. 154 Pt. 3 Relational Marketing p. 205 7 Relational interaction p. 207 8 Knowledge management p. 228 9 Acquisition, retention and loyalty strategies p. 259 Pt. 4 Relational Vehicles and Messages p. 299 10 Relational media p. 301 11 Virtual relationships p. 346 12 Relational messages p. 378 Pt. 5 Direct and Relational Planning within a Societal Context p. 419 13 Customer reactions and the regulation of data-driven marketing p. 421 14 Planning and executing direct relational marketing p. 465 Index p. 509.