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Direct Marketing, Paperback / softback Book

Direct Marketing Paperback / softback

Edited by Manfred Krafft, Jurgen Gerdes

Part of the Zfb Special Issue series

Paperback / softback

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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 Endkundengeschaft, Kundenmanagement, Kundenbewertung, Budgetallokation, digitales Direktmarketing im Mittelpunkt.

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