Exploring Direct &
Customer Relationship
Marketing
Second Edition
Martin Evans, Lisa O'Malley
and Maurice Patterson
ISBN: 1861529015
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Multiple Choice Questions
The interactive multiple choice questions allow you to test
your knowledge on each chapter. Please note that each set of questions will open in a separate window.
Part 1 What is Direct Relational Marketing?
1 The growth and
nature of direct relational marketing
Part 2 Data and Information Drivers
2 Data sources
3 Data metrics
4 Testing in direct
relational marketing
5 Marketing research
for customer insight
6 Technological targeting
7 Relational interaction
8 Knowledge management
9 Acquisition, retention
and loyalty strategies
Part 4 Relational Vehicles and Messages
10 Relational media
11 Virtual relationships
12 Relational messages
Part 5 Direct and Relational Planning within a Societal
Context
13 Customer reactions
and regulation of data-driven marketing
14 Planning and executing
direct relational marketing |