Marketing & Sales Management, Marketing - General & Miscellaneous, Direct Marketing
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Overview
This work is designed to help professionals pick their way through the minefield of new data-based techniques. By understanding the roles of these techniques - their strengths and weaknesses, the opportunities they create, and the limits they set - the reader will be able to develop a scientific approach to the targeting of tactical activity and the development of marketing strategy.The book collates and reassesses new and established techniques
cuts costs by improving the accuracy of direct and general marketing activities
includes sample materials of types of marketing surveys
and is an easy-to-use reference guide to key mathematical techniques.
Book Details
Published
August 1, 1993
Publisher
London ; McGraw-Hill Book Co., c1993.
Pages
268
Format
Hardcover
ISBN
9780077077662