Code: 04138754
The new edition of this handbook provides essential, practical advice with detailed checklists to help effectively research, plan, implement and evaluate a campaign. Rewritten and restructured, there is greater focus on theory an ... more
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The new edition of this handbook provides essential, practical advice with detailed checklists to help effectively research, plan, implement and evaluate a campaign. Rewritten and restructured, there is greater focus on theory and planning; how shoppers shop; using new media and e-marketing; the role of promotions within direct marketing and CRM (customer relationship marketing); targeting; and the latest modelling and evaluation tools. There are also extensive listings of sources of further information and web-based contacts.
Book category Books in English Economics, finance, business & management Business & management Management & management techniques
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