Direct and Interactive Marketing

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Adrian Sargeant (Robert Hartsook Professor of Fundraising, Indiana University, Robert Hartsook Professor of Fundraising, Indiana University) Douglas C. West (Professor of Marketing, University of Westminster Business School, Professor of Marketing, University of Westminster Business School)

Direct and Interactive Marketing

Adrian Sargeant (Robert Hartsook Professor of Fundraising, Indiana University, Robert Hartsook Professor of Fundraising, Indiana University), Douglas C. West (Professor of Marketing, University of Westminster Business School, Professor of Marketing, University of Westminster Business School)

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English

Oxford University Press
01 August 2001

Management & management techniques; Sales & marketing management; Advertising; Advertising industry

This textbook offers a comprehensive review of the principles of direct, database, and interactive marketing. The book begins with an introduction to the discipline and goes on to explore each of the major subject areas that would be of relevance in the construction of a direct marketing plan:

Testing and Research Analytical Techniques Customer Acquisition Understanding Buying Building a Customer Database Customer Loyalty Communications Strategy Communications Briefing Direct Marketing Agencies Budgeting Media Planning Electronic Channels Print, Production, and Fulfilment The Future of Direct Marketing

The text offers a rich blend of theory and examples from professional practice. These examples are drawn from some of the most successful direct marketing undertaken on both sides of the Atlantic. The book includes a series of longer case studies, designed to form the basis of classwork and discussion at both undergraduate and postgraduate level. Each case is written with a decision focus and designed to allow students to draw on course material to allow them to analyse the available data and generate a range of alternative solutions. The book also includes the most up-to-date review of web marketing currently available in textbook form and a consideration of new media such as interactive and digital television.

By: Adrian Sargeant (Robert Hartsook Professor of Fundraising Indiana University Robert Hartsook Professor of Fundraising Indiana University), Douglas C. West (Professor of Marketing, University of Westminster Business School, Professor of Marketing, University of Westminster Business School)
Imprint: Oxford University Press
Country of Publication: United Kingdom
Dimensions: Height: 247mm, Width: 188mm, Spine: 26mm
Weight: 1g
ISBN: 9780198782537
ISBN 10: 0198782535
Pages: 484
Publication Date: 01 August 2001
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

1: Direct Marketing: The Development of a Discipline 2: Market Planning 3: Understanding Buying 4: Customer Acquisition 5: Building a Customer Database 6: Customer Retention: Building Customer Loyalty 7: Testing and Research 8: Analytical Procedures 9: Agencies and Direct Marketing Specialists 10: Creative Briefing 11: Media Planning 12: Budgeting 13: E-marketing 14: Print, Production, and Fulfilment 15: Towards the Future

Adrian Sargeant is Robert Hartsook Professor of Fundraising, Indiana University Douglas West is Professor of Marketing at the University of Westminster Business School