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•  Chapter Overviews
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•  Related Case Studies
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Case Studies Used in the Book

The following cases appeared in the book but are here reproduced in their original published form. Note that the following have been given the same titles as per the book, even though the titles of the actual articles may be different. Please note that these files will open in separate window.

Chapter2 - Data sources

Case study 2.1 - DIY Data
Exhibit 2.1 - Lists

 Chapter 3 - Data metrics

Seagram
Case study 3.1 - Access database: marketing academics, their cars, families, interests and financial profile
Case study 3.7 - Cross-selling using data mining
Case study 3.8 - WH Smith

Chapter 6 - Technological targeting

Tesco case study
Case study 6.1 - Youth psyche
Case study 6.2 - Centre Parcs and Lifestage targeting
Case study 6.3 - Kids' privacy
Case study 6.4 - Minority marketing

Chapter 7 - Relational interaction

Case study 7.1 - O2

Chapter 8 - Knowledge management

Jigsaw
Case study 8.4 - Tank! questions the role of CRM
Case study 8.5 - United Biscuits

Chapter 9 - Acquisition, retention and loyalty strategies

Case study 9.2 - Camouflage
Case study 9.3 - Amazon
Case study 9.5 - Persil Grandmas

Chapter 10 - Relational media

Train railcards
Case study 10.1 - Vodaphone
Exhibit 10.2a - 3D direct mail
Exhibit 10.2b - 3D direct mail
Case study 10.4 - DRTV and iTV
Case study 10.5 - KFC adds interactive zone in SM:tv tie-up
Case study 10.6 - Kittens
Case study 10.7 - AA Buyacar
Case study 10.8 - Coop milk
Case study 10.8 - Coop milk
Case study 10.10 - Inserts (Skoda)
Case study 10.10 - Inserts (Skoda)
Case study 10.11 - Ambient bananas
Case study 10.12 - Extending outdoor media via calls to action

Chapter 11 - Virtual relationships

Levis
Case study 11.7 - G2 everything
Case study 11.8 - United Biscuits

Chapter 12 - Relational messages

Land Rover and Freelander
Case study 12.1 - Phallic vegetables and participative naked men
Case study 12.3 - Fear appeal
Case study 12.4 - Humour

Chapter 14 - Planning and executing direct relational marketing

Dell computers
Exhibit 14.1 - BMW loyalty programme

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