The New integrated direct marketing

The New integrated direct marketing Berry, Mike Primary Author mixed material bibliography Aldershot Gower 1998 en English xvi, 239 p. : figs., plates, bibs., index ; 25 cm. Argues that direct marketing should dominate all marketing communications, not in execution but in attitude and overall strategic viewpoint. Evaluates direct marketing, sales promotion, and advertising so show how to structure integrated marketing programs that center on the profitable exploitation of customer relationships and select the appropriate media. Case studies are from Microsoft, BMW, and Shell. Distributed in the US by Ashgate. Annotation c. by Book News, Inc., Portland, Or. Direct marketing BQBB 0566079607 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BQBB Ber 30208 General (General) BQBB Ber 15418 2000-08-09 00:00:00 2025-12-17 14:44:19 machine generated