Principles of Direct and Database Marketing

Principles of Direct and Database Marketing

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An up-to-date introduction to all aspects of direct and database marketing, focusing on direct marketing whilst marrying academic principles with the practicalities of the commercial world. Approached from a practitioner point of view.Loyalty schemes give BAa#39;s Air Miles has 2 million savers. Credit-card them priceless transaction data on their most valu- programmes such as the American Express able ... The majority of the worlda#39;s major convert points to airline miles. ... Consumers can earn points from purchases from all these suppliers, which are then redeemed for rewards in the normal way. ... include: a€c General Motors/HFC Bank Visa Card: Points are collected from Visa, Esso, Comet and Best Western Hotels.

Title:Principles of Direct and Database Marketing
Author:Alan Tapp
Publisher:Pearson Education - 2005-01-01


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