CANADIAN marketing in action : Tuckwell KEITH j
Contributor(s): Thomas, Andrew R
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Material type: 
BookPublisher: pearson 2003Description: xiv, 218 p. : ill. ; 25 cm.ISBN: 0275992233 (alk. paper); 9780275992231 (alk. paper).Subject(s): Direct marketing | Target marketing | Marketing -- Management | Consumer behaviorOnline resources: Table of contents only Includes bibliographical references (p. [195]-199) and index.
What is direct marketing? / Andrew R. Thomas and Karen Nelsen -- Customer analysis : the right behaviors / Deborah L. Owens and William J. Hauser -- Environmental analysis : identifying internal capabilities and external opportunities / Dan Rose -- Competitor analysis : assessing competitive formats and strategies / Linda M. Foley -- Data mining and profiling : the right information / Annemarie Scarisbrick-Hauser -- Target marketing / Deborah L. Owens and Cathy L. Martin -- Differentiating and positioning : formulating and implementing the right strategies / Dale M. Lewison -- Unique value proposition : developing and implementing the right offer / Dale M. Lewison and Mark Collins -- Creative marketing communications : creating and delivering the right message / William J. Hauser -- Direct marketing channels : selecting and employing the right media / Bruce D. Keillor -- Fulfillment and service : meeting and exceeding the customer's expectations / Ann Daher Fleming and Linda M. Foley -- Measurement and assessment : analyzing and interpreting performance results / Ann Daher Fleming and Linda M. Foley -- Adaptation and innovation / Linda M. Foley -- Ethics and professionalism / Steven Brubaker and Timothy J. Wilkinson.
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