The new edition of this handbook provides essential, practical advice with detailed checklists to help effectively research, plan, implement and evaluate a campaign. Rewritten and restructured, there is greater focus on theory and planning; how shoppers shop; using new media and e-marketing; the role of promotions within direct marketing and CRM (customer relationship marketing); targeting; and the latest modelling and evaluation tools. There are also extensive listings of sources of further information and web-based contacts.
- ISBN10 0749433019
- ISBN13 9780749433017
- Publish Date 3 January 2019
- Publish Status Cancelled
- Publish Country GB
- Imprint Kogan Page Ltd
- Edition 2nd Revised edition
- Format Hardcover
- Pages 20
- Language English