Journals Higher Education
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Published: 31 May 2001

484 Pages | numerous tables


ISBN: 9780198782537

Bookseller Code (AG)

This text is published by OUP Higher Education Division

Direct and Interactive Marketing

Adrian Sargeant and Douglas C. West

  • Strong academic and theoretical base makes this text ideal as an introduction to the subject for students on marketing courses
  • Covers practical techniques and is structured to encourage and support readers in the development of their own direct marketing plans
  • Detailed consideration of the pertinent analytical procedures provides a useful framework for understanding the problems in constructing a marketing plan and the tactics necessary for overcoming them
  • Use of detailed case study material allows the reader to see how marketing plans operate in practice
  • Case studies include a wide range of international examples, including Pepsi, Nike, Virgin Direct, the Indianapolis Colts, the Vietnam Board of Tourism, and United Airlines

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