Direct marketing in action : cutting-edge strategies for finding and keeping the best customers
ed. by Andrew R. Thomas ...
| Year of publication: |
2007
|
|---|---|
| Other Persons: | Thomas, Andrew R. (contributor) |
| Publisher: |
Westport, Conn [u.a.] : Praeger Publishers |
| Subject: | Direktmarketing | Direct marketing | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour |
| Description of contents: | Table of Contents [gbv.de] ; Table of Contents [loc.gov] |
| Published items: |
14 hits in ECONIS - Online Catalogue of the ZBW
|
| Extent: | XIV, 218 S. graph. Darst. |
|---|---|
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | Includes bibliographical references and index What is direct marketing? / Andrew R. Thomas and Karen Nelsen -- Customer analysis : the right behaviors / Deborah L. Owens and William J. Hauser -- Environmental analysis : identifying internal capabilities and external opportunities / Dan Rose -- Competitor analysis : assessing competitive formats and strategies / Linda M. Foley -- Data mining and profiling : the right information / Annemarie Scarisbrick-Hauser -- Target marketing / Deborah L. Owens and Cathy L. Martin -- Differentiating and positioning : formulating and implementing the right strategies / Dale M. Lewison -- Unique value proposition : developing and implementing the right offer / Dale M. Lewison and Mark Collins -- Creative marketing communications : creating and delivering the right message / William J. Hauser -- Direct marketing channels : selecting and employing the right media / Bruce D. Keillor -- Fulfillment and service : meeting and exceeding the customer's expectations / Ann Daher Fleming and Linda M. Foley -- Measurement and assessment : analyzing and interpreting performance results / Ann Daher Fleming and Linda M. Foley -- Innovation and adaptability / Linda M. Foley -- Ethics and professionalism / Steven Brubaker and Timothy J. Wilkinson 0611 |
| ISBN: | 0-275-99223-3 ; 978-0-275-99223-1 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003361538