Covering topics such as direct marketing, interactive communication, database management and management of a direct marketing campaign, this text is aimed at undergraduate marketing students or post experience MBA or DMS level students. Second revised edition.
Exploring the intersection of data, technology, and marketing, this 7th edition addresses how marketers engage with their target audience while navigating issues like sustainability and climate change. It features contemporary examples and case studies that illustrate the practical application of marketing concepts, making it a vital resource for understanding modern marketing challenges and strategies.
Logically structured, this book covers the practice of selling, sales channels, recruitment and training, and sales control. This edition places particular emphasis on the international aspects of selling and sales management.