TEXTBOOK
Direct and Interactive Marketing
Adrian Sargeant and Douglas C. West
Price: £35.99 (paper)
ISBN-13: 978-0-19-878253-7
Publication date: 31 May 2001
484 pages, numerous tables, 246x189 mm
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| Description | | - Strong academic and theoretical base makes this text ideal as an introduction to the subject for students on marketing courses
- Covers practical techniques and is structured to encourage and support readers in the development of their own direct marketing plans
- Detailed consideration of the pertinent analytical procedures provides a useful framework for understanding the problems in constructing a marketing plan and the tactics necessary for overcoming them
- Use of detailed case study material allows the reader to see how marketing plans operate in practice
- Case studies include a wide range of international examples, including Pepsi, Nike, Virgin Direct, the Indianapolis Colts, the Vietnam Board of Tourism, and United Airlines
| This textbook offers a comprehensive review of the principles of direct, database, and interactive marketing. The book begins with an introduction to the discipline and goes on to explore each of the major subject areas that would be of relevance in the construction of a direct marketing plan:
Testing and Research
Analytical Techniques
Customer Acquisition
Understanding Buying
Building a Customer Database
Customer Loyalty
Communications Strategy
Communications Briefing
Direct Marketing Agencies
Budgeting
Media Planning
Electronic Channels
Print, Production, and Fulfilment
The Future of Direct Marketing
The text offers a rich blend of theory and examples from professional practice. These examples are drawn from some of the most successful direct
marketing undertaken on both sides of the Atlantic. The book includes a series of longer case studies, designed to form the basis of classwork and discussion at both undergraduate and postgraduate level. Each case is written with a decision focus and designed to allow students to draw on course material to allow them to analyse the available data and generate a range of alternative solutions. The
book also includes the most up-to-date review of web marketing currently available in textbook form and a consideration of new media such as interactive and digital television. |
Readership: Undergraduate and postgraduate students of Marketing. Students of the Institute of Direct Marketing's Diploma. Marketing professionals
| Contents |
1.
Direct Marketing: The Development of a Discipline
2.
Market Planning
3.
Understanding Buying
4.
Customer Acquisition
5.
Building a Customer Database
6.
Customer Retention: Building Customer Loyalty
7.
Testing and Research
8.
Analytical Procedures
9.
Agencies and Direct Marketing Specialists
10.
Creative Briefing
11.
Media Planning
12.
Budgeting
13.
E-marketing
14.
Print, Production, and Fulfillment
15.
Towards the Future
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| Authors, editors,
and contributors |
Adrian Sargeant, Professor of Marketing, Henley Management College and
Douglas C. West, Professor of Marketing, University of Westminster Business School
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The specification in this catalogue, including without
limitation price, format, extent, number of illustrations,
and month of publication, was as accurate as
possible at the time the catalogue was compiled.
Occasionally, due to the nature of some contractual restrictions, we
are unable to ship a specific product to a particular territory.
Jacket images are provisional and liable to change before publication.
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