This comprehensive text covers all aspects of direct and database marketing. Examining direct marketing within a wider context, the book explores issues such as relationship marketing, customer loyalty and brand marketing. A focused direct marketing text, this book marries the academic principles with the practicalities of the commercial world. This book is suitable for final year UG or first year PG students studying Direct Marketing courses or marketing Communications courses.
- ISBN10 1306329655
- ISBN13 9781306329651
- Publish Date 1 January 2014 (first published 24 September 2004)
- Publish Status Active
- Out of Print 27 May 2015
- Publish Country US
- Imprint Pearson
- Edition 5th Revised ed.
- Format eBook
- Language English