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Direct marketing in action : = cutti...

Thomas, Andrew R.

Direct marketing in action : = cutting-edge strategies for finding and keeping the best customers /

紀錄類型:	書目-語言資料,印刷品 : 單行本
正題名/作者:	Direct marketing in action :/ edited by Andrew R. Thomas ... [et al.].
其他題名:	cutting-edge strategies for finding and keeping the best customers /
其他作者:	Thomas, Andrew R.
出版者:	Westport, Conn. :Praeger Publishers, : 2007.,
面頁冊數:	xiv, 218 p. :ill. ; : 25 cm.;
標題:	Direct marketing. -
電子資源:	http://www.loc.gov/catdir/toc/ecip0619/2006026009.html
ISBN:	0275992233 (bound) :

Direct marketing in action : = cutting-edge strategies for finding and keeping the best customers /
Direct marketing in action :cutting-edge strategies for finding and keeping the best customers /edited by Andrew R. Thomas ... [et al.]. - Westport, Conn. :Praeger Publishers,2007. - xiv, 218 p. :ill. ;25 cm.

Includes bibliographical references (p. [195]-199) 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 -- Adaptation and innovation / Linda M. Foley -- Ethics and professionalism / Steven Brubaker and Timothy J. Wilkinson.

ISBN: 0275992233 (bound) :GBP27.95 :

LCCN: 2006026009

Nat. Bib. No.: GBA671830Subjects--Topical Terms:

493358
Direct marketing.

LC Class. No.: HF5415.126 / .D57 2007

Dewey Class. No.: 658.8/72

Direct marketing in action : = cutting-edge strategies for finding and keeping the best customers /
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