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9780198782537

Direct and Interactive Marketing

by ;
  • ISBN13:

    9780198782537

  • ISBN10:

    0198782535

  • Format: Paperback
  • Copyright: 2002-08-22
  • Publisher: Oxford University Press

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Supplemental Materials

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Summary

This textbook offers a comprehensive review of the principles of direct, database, and interactive marketing. Designed to accompany undergraduate and post-experience courses in this discipline, the text has been structured to reflect each of the stages that would commonly be encountered in the creation of an interactive marketing plan. It provides a consideration of both customer acquisition and customer development and a detailed examination of the research and analytical techniques employed in making marketing decisions.

Author Biography


Adrian Sargeant is Professor of Marketing at Henley Management College Douglas West is Professor of Marketing at the University of Westminster Business School

Table of Contents

Editor's Notesp. 1
Between a rock and a hard place: The Data Protection Act of 1998 and U.K. fundraising practicep. 7
Getting ahead of the curve with integrated fundraisingp. 27
Fundraising on the Web: Opportunity or hype?p. 39
Cultivating on-line donor relationships through e-mail technologyp. 59
Is the donor pyramid dead?p. 73
The rise--and fall?--of face-to-face fundraising in the United Kingdomp. 83
Indexp. 95
Table of Contents provided by Syndetics. All Rights Reserved.

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

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