Direct and Interactive Marketing
by Sargeant, Adrian; West, Douglas C.Format: Paperback
Pub. Date: 2002-08-22
Publisher(s): Oxford University Press
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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 Notes | p. 1 |
| Between a rock and a hard place: The Data Protection Act of 1998 and U.K. fundraising practice | p. 7 |
| Getting ahead of the curve with integrated fundraising | p. 27 |
| Fundraising on the Web: Opportunity or hype? | p. 39 |
| Cultivating on-line donor relationships through e-mail technology | p. 59 |
| Is the donor pyramid dead? | p. 73 |
| The rise--and fall?--of face-to-face fundraising in the United Kingdom | p. 83 |
| Index | p. 95 |
| Table of Contents provided by Syndetics. All Rights Reserved. |
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