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    DIRECT MARKETING MANAGEMENT
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    1412

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    Sinopse

    Written by a marketer/decision scientist team, this book explores all aspects of the discipline of direct marketing management --with a focus throughout on the best state-of-the-art practices and supporting research and theory. Covers: Databased Direct Marketing; Planning and Executing Direct Marketing Programs; Offer Planning and Positioning; Mailing Lists: Processing and Selection; List Segmentation; Creative Strategy and Execution; Fulfillment and Customer Service; Developing the Customer Database; Profitability and Lifetime Value; Testing Direct Marketing Programs; Business-to-Business Direct Marketing; Direct Mail Campaigns; Catalog Marketing; Telephone Marketing; Direct Response in Print Media; Direct Response in Broadcast Media; andThe Interactive Media. For Direct Marketing and Marketing Communications professionals.
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    Especificações

    ISBN9780130804341
    Pré vendaNão
    Peso536g
    Livro disponível - pronta entregaNão
    Tipo itemLivro Nacional
    Número de páginas480
    Número da edição2ª EDICAO - 1999
    Código Interno1412
    Código de barras9780130804341
    AcabamentoPAPERBACK
    AutorROBERTS-GOODSON, BRUCE
    EditoraPRENTICE HALL
    Sob encomendaSim

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