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

Record Type:	Electronic resources : Monograph/item
Title/Author:	Direct marketing in action/ edited by Andrew R. Thomas ... [et al.].
Reminder of title:	cutting-edge strategies for finding and keeping the best customers /
other author:	Thomas, Andrew R.
Published:	Westport, Conn. :Praeger Publishers, : 2007.,
Description:	xiv, 218 p. :ill. ; : 25 cm.;
Subject:	Direct marketing. -
Online resource:	http://ebooks.greenwood.com/reader.jsp?x=C9223&p=cover
ISBN:	0313084513 (electronic bk.)

Direct marketing in action = cutting-edge strategies for finding and keeping the best customers /
Direct marketing in actioncutting-edge strategies for finding and keeping the best customers /[electronic resource] :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.

Electronic reproduction.
Westport, Conn. :
Greenwood Press,
2007.

Available via the World Wide Web.

ISBN: 0313084513 (electronic bk.)

Standard No.: 9780313084515(electronic bk.)

Greenwood eBookshttp://www.ebooks.greenwood.com/about.aspSubjects--Topical Terms:

287729
Direct marketing.
Index Terms--Genre/Form:

96803
Electronic books.

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

Dewey Class. No.: 658.8/72

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