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Direct marketing management / Mary Lou Roberts, Paul D. Berger.

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle River, N.J. : Prentice Hall International, 1999.Edition: 2nd edDescription: 447 p. : illISBN:
  • 013084084X
Subject(s): Review: "In the years since the first edition of Direct Marketing Management was published, the discipline of direct marketing has attained maturity. It constitutes a major part of the marketing efforts of most business-to-business firms and nonprofit organizations." "Direct Marketing Management, Second Edition, reflects this enormous growth, recognizing that the real power of marketing lies in the development and strategic use of the marketing database, not in the media per se. It explores the concept that relationship marketing, with its emphasis on customer service and retention, is the keystone of profitable marketing for the foreseeable future. It also provides complete coverage of the sudden emergence of computer-based electronic media, including on-line services and the World Wide Web, as a major marketing vehicle."--BOOK JACKET.
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Holdings
Item type Current library Home library Collection Shelving location Call number Status Date due Barcode Item holds
Open Collection Open Collection FIRST CITY UNIVERSITY COLLEGE FIRST CITY UNIVERSITY COLLEGE Open Collection FCUC Library 658.84 ROB 1999 (Browse shelf(Opens below)) Available 00010059
Open Collection Open Collection FIRST CITY UNIVERSITY COLLEGE FIRST CITY UNIVERSITY COLLEGE Open Collection FCUC Library 658.84 ROB 1999 (Browse shelf(Opens below)) Available 00010058
Open Collection Open Collection FIRST CITY UNIVERSITY COLLEGE FIRST CITY UNIVERSITY COLLEGE Open Collection FCUC Library 658.84 ROB 1999 (Browse shelf(Opens below)) Available 00010053
Total holds: 0
Browsing FIRST CITY UNIVERSITY COLLEGE shelves, Shelving location: FCUC Library, Collection: Open Collection Close shelf browser (Hides shelf browser)
658.84 RIC 2001 Internet Marketing: Readings And Online Resources 658.84 ROB 1999 Direct marketing management / 658.84 ROB 1999 Direct marketing management / 658.84 ROB 1999 Direct marketing management / 658.84 SOK 1995 From EDI to electronic commerce : 658.84 SOL 2001 XML : 658.84 SOO 1997 The economics of electronic commerce /

Includes bibliographical references and index.

"In the years since the first edition of Direct Marketing Management was published, the discipline of direct marketing has attained maturity. It constitutes a major part of the marketing efforts of most business-to-business firms and nonprofit organizations." "Direct Marketing Management, Second Edition, reflects this enormous growth, recognizing that the real power of marketing lies in the development and strategic use of the marketing database, not in the media per se. It explores the concept that relationship marketing, with its emphasis on customer service and retention, is the keystone of profitable marketing for the foreseeable future. It also provides complete coverage of the sudden emergence of computer-based electronic media, including on-line services and the World Wide Web, as a major marketing vehicle."--BOOK JACKET.

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