Direct Marketing in Action PDF ePub eBook

Books Info:

Direct Marketing in Action free pdf In many ways, mass marketing - broadcasting one's message to a large and anonymous population of potential customers - no longer works. In a marketplace increasingly defined by customer niches with high expectations for service, quality, and responsiveness, companies are discovering that they must invest more heavily in reaching and communicating with their customers directly in order to stay competitive. But to many consumers, direct marketing has a bad reputation, associated with intrusive door-to-door salesmen, telephone cold-calling, junk mail, and, most recently, e-mail spam. In "Direct Marketing in Action", a team of experts from academia and business sets the record straight - dispelling common myths and misconceptions about direct marketing and showcasing 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, featuring numerous examples, and presented in a format that can be read cover-to-cover or in modular fashion, "Direct Marketing in Action" will serve as an essential handbook for marketers and a comprehensive overview for students, teachers, and researchers.

About Andrew R. Thomas

Author Information: ANDREW R. THOMAS is Assistant Professor of Marketing and International Business and Director of the Center for Organizational Development at The University of Akron. DALE M. LEWISON is Founding Director of The Taylor Institute at The University of Akron. WILLIAM J. HAUSER is Program Coordinator for The Taylor Institute, and Assistant Professor of Marketing at The University of Akron. LINDA M. FOLEY is Assistant Professor of Marketing at The University of Akron.

Details Book

Author : Andrew R. Thomas
Publisher : Praeger Publishers Inc
Data Published : 30 November 2006
ISBN : 0275992233
EAN : 9780275992231
Format Book : PDF, Epub, DOCx, TXT
Number of Pages : 218 pages
Age + : 15 years
Language : English
Rating :

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