Exploring Direct and Customer Relationship Marketing

Martin Evans, Lisa O'Malley, Maurice Patterson

ISBN 10: 1861529015 / ISBN 13: 9781861529015

Published by Cengage Learning EMEA, 2004

About this Item

Exploring Direct and Customer Relationship Marketing This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. .

Seller Inventory # 7719-9781861529015

Bibliographic Details

• Title: Exploring Direct and Customer Relationship Marketing
• Publisher: Cengage Learning EMEA
• Publication Date: 2004
• Language: English
• ISBN 10: 1861529015
• ISBN 13: 9781861529015
• Binding: Paperback
• Edition: 2nd Edition
• Condition: Very Good

About this title

Synopsis

Exploring Direct and Relationship Marketing, offers an invaluable insight into the world of direct and relationship marketing. The new edition has been thoroughly revised and updated and it provides an excellent mix of academic theory and practical application. There is extensive underpinning from theory of the ideas and approaches presented, drawing from practical experience of many companies and practiotioners. It is particularly suitable for undergraduate and postgraduate courses in direct marketing and related courses. Exploring Direct and Relationship Marketing 2/e examines the theory of direct marketing and provides a clear and comprehensive understanding of the issues such as the strategic impact of direct marketing, the sources and use of data that operationalises relationship programmes, the use of interactive media for acquisition, retention and loyalty strategies the impact of technology and implications for organisations and customers of new relational models of interaction. The straightforward and direct writing style along with a wealth of contemporary examples and case studies brings the theory alive. The highly accessible text is divided into 4 Parts: Part 1 explores what direct marketing is and concentrates on the growth and origins of interactive and relational direct marketing Part 2 Analyses and evaluates the sources and use of data within direct and relationship marketing as well as examining the role and nature of conventional and new marketing research methods Part 3 analyses the nature of relationship marketing that the new data-informed marketing brings, to both organisation-customer interaction and organisation-organisation interaction, as well as investigating the recent phenonem of Customer Relationship Marketing (CRM) and Knowledge Management Part 4 explores media and messages for relational interaction, with particular attention paid to the Internet

About the Authors

Lisa O'Malley is a lecturer at the Cardiff Business School.

Maurice Patterson teaches at the University of Glamorgan.