Evans, Martin. <br/><br/>
Exploring direct and customer relationship marketing / 
Martin Evans, Lisa O'Malley, Maurice Patterson. 
 - 2nd ed. 
 - Australia :.  Thomson Learning,  c2004. 
 - xxiv, 520 p. :  ill ;  25 cm. 
<br/><br/> Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9781861529015 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Direct marketing.<br/>Selling.