Description
This textbook offers a comprehensive review of the principles of direct, database, and interactive marketing. It is designed to accompany undergraduate and post-experience courses in this discipline, and it has been structured to reflect each of the stages that would commonly be encountered in the creation of an interactive marketing plan. The text provides a consideration of both customer acquisition and customer development and a detailed examination of the research and analytical techniques employed in making marketing decisions.
This textbook offers a comprehensive review of the principles of direct, database, and interactive marketing. Designed to accompany undergraduate and post-experience courses in this discipline, the text has been structured to reflect each of the stages that would commonly be encountered in the creation of an interactive marketing plan. It provides a consideration of both customer acquisition and customer development and a detailed examination of the research and analytical techniques employed in making marketing decisions.
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