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Direct Marketing in Ireland

Edited by John Keane, Mary Lawlor
Format: Paperback
Publisher: Oak Tree Press, Cork, Ireland
Published: 31st May 1998
Dimensions: w 157mm h 233mm
Weight: 1088g
ISBN-10: 1860760929
ISBN-13: 9781860760921
Barcode No: 9781860760921
Providing an overview of the tools and techniques required for successful direct marketing strategies in an Irish context, this text covers such topics as: customer acquisition and retention; market research; campaign management and budgeting; branding and pricing strategy; the Internet and selling technologies; customer care; and database management.

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