Direct and Interactive Marketing

Erscheinungsjahr 2001
ISBN: 978-0-19-878253-7
Verlag: Oxford University Press

Buch, Englisch, 484 Seiten, Print PDF, Format (B × H): 188 mm x 247 mm, Gewicht: 924 g

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.

Autoren/Hrsg.

Sargeant, Adrian

West, Douglas C.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensführung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

- 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

Über Autor(innen)

Adrian Sargeant is Robert Hartsook Professor of Fundraising, Indiana University

Douglas West is Professor of Marketing at the University of Westminster Business School