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Direct Marketing in Action : Cutting-Edge Strategies for Finding and Keeping the Best Customers by Andrew R. Thomas, Dale M. Lewison, William J. Hauser, Linda M. Foley is a nonfiction available to read on EtoBox.

What is Direct Marketing in Action : Cutting-Edge Strategies for Finding and Keeping the Best Customers about?

<p><p>in A Marketplace Increasingly Defined By Customer Categories With High Expectations For Service, Quality, And Responsiveness, Companies Are Discovering That Traditional Mass Marketing Approaches Are Giving Way To More Targeted Approaches That Communicate Directly With Their Customers. But To Many Consumers, Direct Marketing Has A Bad Reputation, Associated With Intrusive Door-to-door Salesmen, Dinnertime Phone Solicitations, Junk Mail, And, Most Recently, E-mail Spam. In <i>direct Marketing In Action</i>, A Team Of Experts In The Field Dispels Common Myths And Misconceptions About Direct Marketing And Showcases The Most Current Practices, Principles, And Techniques. The Authors Cover The Full Range Of Issues That Must Be Considered In Developing An Effective Direct Marketing Strategy, Including Competitive Analysis, Information And Data Management, Media And Channel Selection, Building Brand Loyalty, And Measuring The Results Of Campaigns. Bridging The Gap Between Research And Practice, Clearly Defining Terms And Concepts, And Featuring Numerous Examples, <i>direct Marketing In Action</i> Will Serve As An Essential Handbook For Marketers And A Comprehensive Overview For Stude

Who reads Direct Marketing in Action : Cutting-Edge Strategies for Finding and Keeping the Best Customers?

Author

Andrew R. Thomas, Dale M. Lewison, William J. Hauser, Linda M. Foley

Publisher

Praeger; Bloomsbury

Published

2006

Language

EN

ISBN

9780275992231

Category

nonfiction

Subjects

Management, Business, Marketing