TY  - BOOK
AU  - Evans,Martin
AU  - Patterson, Maurice.
AU  - OMalley, Lisa.
TI  - Exploring direct and customer relationship marketing
SN  - 9781861529015
PY  - 2004///
CY  - Australia :.
PB  - Thomson Learning
KW  - Direct marketing
KW  - Selling
N1  - 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
ER  -