| Publisher |
Laxmi Publications |
| Publication Year |
2008 |
| ISBN-13 |
9780275992231 |
| ISBN-10 |
9780275992231 |
| Binding |
Hardcover |
| Number of Pages |
232 Pages |
| Language |
(English) |
| Dimensions (Cms) |
16.51 x 2.41 x 23.52 |
| Weight (grms) |
513 |
In many ways, mass marketing, broadcasting one's message to a large and anonymous population of potential customers, no longer works. In a marketplace increasingly defined by customer categories with high expectations for service, quality and responsiveness, companies are discovering that they must invest more heavily in reaching and communicating with their customers directly in order to stay competitive. But to many consumers, direct marketing has a bad reputation, associated with intrusive door-to-door salesmen, dinnertime phone solicitations, junk mail and most recently, e-mail spam. In Direct Marketing in Action, a team of experts from academia and from the front lines in business sets the record
Andrew R. Thomas
Andrew R. Thomas, Ph.D. is a bestselling business author, whose books include Aviation Insecurity: The New Challenges of Air Travel, Air Rage: Crisis in the Skies, Aviation Security Management (three volumes), and The Final Journey of the Saturn V. His book The Distribution Trap was awarded the Berry-American Marketing Association Prize for the Best Book of 2010. He is founding editor-in-chief of the Journal of Transportation Security, contributing editor at Industry Week, and associate professor of international business at the University of Akron, Ohio. He has been interviewed by more than 1,000 media outlets and is a regularly featured analyst for CNBC, FOX News, and BBC. A million-mile flier, he has traveled to and conducted business in more than 120 countries on all seven continents.
Andrew R. Thomas
Laxmi Publications