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Exploring direct and customer relationship marketing / Martin Evans, Lisa O'Malley, Maurice Patterson.

By: Contributor(s): Material type: TextTextPublication details: Thomson Learning, c2004. Australia :.Edition: 2nd edDescription: xxiv, 520 p. : ill ; 25 cmISBN:
  • 9781861529015
Subject(s):
Contents:
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.
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Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.812 EV EX (Browse shelf(Opens below)) Available T0036045

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.

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