000			01622cam a2200253u 4500
007			ta
008			090419s2004 ||||||||||||||||||||eng|u
020			_a9781861529015
100	1		_aEvans, Martin.
245	1	0	_aExploring direct and customer relationship marketing / _cMartin Evans, Lisa O'Malley, Maurice Patterson.
250			_a2nd ed.
260			_bThomson Learning, _cc2004. _aAustralia :.
300			_axxiv, 520 p. : _bill ; _c25 cm.
500			_aIncludes bibliographical references and index.
505			_aPreface 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.
650		4	_aDirect marketing.
650		4	_aSelling.
700			_aPatterson, Maurice.
700			_aOMalley, Lisa.
005			20170126095020.0
001			31424
003			UOWD
942			_cREGULAR
999			_c13449 _d13449