Definitive Guide to Direct and Interactive Marketing : How to Select, Reach and Retain the Right Customers

Stone, Merlin; Bond, Alison; Blake, Elizabeth

ISBN 10: 0273675206 / ISBN 13: 9780273675204

Editore: Prentice Hall. FT (Financial Times), 2003

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This book is part of a large purchase from a Public Sector Library and except where mentioned are for the most part LIKE NEW! MOSTLY the ONLY flaws are the blacked out (they insisted) Library stamps which show many of them to be UNUSED! This copy is Near Fine (NEAR NEW) FEEL FREE TO E-MAIL FOR PHOTOGRAPHS AND FURTHER DETAILS. FROM A DEALER WHO TELLS YOU WHO THEY ARE AND WHAT THEIR TELEPHONE AND ADDRESS CONTACT DETAILS ARE! Size: 8vo - over 7¾" - 9¾".

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Dati bibliografici

• Titolo: Definitive Guide to Direct and Interactive Marketing : How to Select, Reach and Retain the Right Customers
• Editore: Prentice Hall. FT (Financial Times)
• Data di pubblicazione: 2003
• Lingua: Inglese
• ISBN 10: 0273675206
• ISBN 13: 9780273675204
• Rilegatura: Glossy Pictorial Card
• Edizione: This is the FIRST EDITION
• Condizione: Near Fine (NEAR NEW)
• Condizione della sovraccoperta: No Jacket
• Firmato: EX PUBLIC SECTOR LIBRARY BLACK
• Cataloghi dei venditori:
  • Environmental Subjects

Descrizione articolo

Riassunto

We've all been on the receiving end of bad direct marketing. It's a waste of time and money and alienates more customers than it wins. Good direct marketing, on the other hand, is a totally different story. Some companies are so good at it that they manage to repeatedly target the right customers. Their direct marketing is so sharp that it closes the sale and so consistently useful that customers just keep coming back for more. More importantly, it is no longer a specialist function in a separate department. Few marketing managers can afford to be without a decent understanding of direct and interactive marketing. The Definitive Guide to Direct and Interactive Marketing is the essential handbook for anyone who needs to make sure their direct marketing works.

L'autore

Merlin Stone is an Executive Consultant in Business Innovation Services for IBM. He is one of the UKs leading direct marketing academics & speakers, a respected consultant and the marketing manager of one of the UK's biggest users of direct marketing.

Alison Bond is a specialist direct and database marketing consultant. She previously worked as Market Information Manager with Air UK.

Elizabeth Blake is Senior Marketing Manager at BSkyB.