by Frederick Newell · Irwin Professional Pub · tapa dura · ISBN 9780786312283
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«The New Rules of Marketing» is Frederick Newell's essay on relationship marketing, published by Irwin Professional Pub in hardback (320 pages).
Frederick Newell explains how to use knowledge of each customer to design personalised campaigns and build loyalty. The book addresses one-to-one relationship marketing with techniques for uncovering unexpressed needs, five consumer trends that will shape the coming decades, the laws of database marketing, and real company cases.
Work originally published in 1997, in English, with bibliographic references (pages 291-304) and index.
For marketing, advertising and commercial management professionals, as well as for business and economics students.
