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Direct and Interactive Marketing (Paperback)

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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.

About the Author

Adrian Sargeant is Professor of Marketing at Henley Management College Douglas West is Professor of Marketing at the University of Westminster Business School

Product Details
ISBN: 9780198782537
ISBN-10: 0198782535
Publisher: Oxford University Press, USA
Publication Date: August 1st, 2002
Pages: 484
Language: English