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Direct Marketing by Manfred Krafft

Direct Marketing

by Manfred Krafft
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Book cover type: Paperback
  • ISBN13: 9783834907288
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Publication Date:
  • Pages: 177
  • Original Price: EUR 51.39
  • Language: German
  • Edition: 2007
  • Item Weight: 323 grams
  • BISAC Subject(s): Marketing / General

Interaktives, dialogorientiertes Direktmarketing findet in der Unternehmenspraxis und der betriebswirtschaftlichen Forschung zunehmende Beachtung. Dieses Special Issue beschreibt am Beispiel der Branchen Automobil, Sportartikel und Finanzdienstleistungen anschaulich und fundiert aktuelle Entwicklungen im Direktmarketing. Dabei stehen u. a. Themen wie Endkundengeschäft, Kundenmanagement, Kundenbewertung, Budgetallokation, digitales Direktmarketing im Mittelpunkt.

Prof. Dr. Manfred Krafft, Professor für Marketing, Westfälische Wilhelms-Universität Münster, und Direktor des Instituts für Marketing am Marketing Centrum Münster.

Jürgen Gerdes, Mitglied des Vorstands, Deutsche Post AG, Bonn.

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