Exploring Direct and Customer Relationship Marketing
by Martin Evans
Rating
Year
2004
ISBN No.
9781861529015
No.of pages
544
Reviews
0
Exploring Direct and Customer Relationship Marketing, second edition examines the theory of direct marketing and provides a clear and comprehensive understanding of the issues. It covers the strategic impact of direct marketing, the sources and use of data that operationalise relationship programmes, the use of interactive media for acquisition, retention and loyality strategies, the impact of technology and implications for organisations and customers of new realational models of interaction.
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