Direct Marketing in Action: Cutting-edge Strategies for Finding and Keeping the Best Customers

by Andrew R . Thomas (Editor), Dale M . Lewison (Editor), WilliamJ.Hauser (Editor), LindaM.Foley (Editor)

• New

  Hardcover
  2006

  $82.38

  In many ways, mass marketing - broadcasting one's message to a large population of potential customers - no longer works. This book covers issues that must be considered in developing an effective marketing strategy, including competitive analysis, information and data management, building brand loyalty, and measuring the results of campaigns.