Direct and Database Marketing

Direct and Database Marketing

4.11 - 1251 ratings - Source

Through examples and case studies, this book demonstrates how to adopt the methods, technology and techniques pioneered in direct marketing and apply them in the broader context of integrated marketing.The first part is a review of the companya#39;s present position and the second part is a review of the competitive environment. Looking at the ... Some products, credit cards being an example, are good door-openers. They attract new ... Only an analysis of the dynamics of customer behaviour will allow us to value the introductory role of the credit card correctly. ... Again the database can help us to value this.

Title:Direct and Database Marketing
Author: Graeme McCorkell
Publisher:Kogan Page Publishers - 1997

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