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Definitions include all of the most important marketing terms from every aspect of the field. Cross-referenced for ease of use, it covers both the day-to-day terminology and the specialized vocabulary in corporate and academic use.
The "master strategist of direct marketing" has enhanced his classic reference with a wealth of proven direct mail strategies for the Internet age. This eagerly awaited edition adds in-depth information on profitable use of the Web for direct response sales, as well as increased coverage of alternative media, infomercials, telemarketing, and database marketing.
This comprehensive volume aims to further research and theory development in visual marketing. By bringing together leading researchers in the field, it strives to contribute to the establishment of visual marketing as a coherent discipline.
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