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Successful Direct Marketing Methods, 7th Ed. (Успешные методы директ-маркетинга)

Опубликовано на портале: 31-10-2003
USA: McGraw-Hill, 2001
Тематический раздел:
This thoroughly revised edition of Successful Direct Marketing Methods --the "bible" of direct marketing-- includes expanded material on the Internet and other digital media and brand new information on E-business (including E-communications, banners, buttons, E-mail, permission marketing). Also includes E-commerce (online merchandising and usability and navigation of websites) and E-services (online customer service, live operators, online chats, linking with call centers); up-to-the minute coverage of database marketing including data mining and online databases; expanded coverage of consumer privacy issues; new information on customer relationship marketing and teleservices-- and more. Completely rewritten and modernized from the last edition to include cutting-edge information on the latest E-tools available to direct marketers, now includes real-life business case studies from well known companies like Ford Motor Company, Dell Computer, NutraSweet.

Preface
Section I. Direct Marketing Essentials
Section II. Media of Direct Marketing
Section III. Internet Direct Marketing
Section IV. Managing the Creative Process
Section V. Marketing to Businesses
Section VI. Marketing Intelligence
Appendix
Glossary
Index

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