David Jobber Knihy

Covering topics such as direct marketing, interactive communication, database management and management of a direct marketing campaign, this text is aimed at undergraduate marketing students or post experience MBA or DMS level students. Second revised edition.

This text begins by introducing basic concepts from the ground up, such as the marketing environment, customer behaviour and segmentation and positioning.

Logically structured, this book covers the practice of selling, sales channels, recruitment and training, and sales control. This edition places particular emphasis on the international aspects of selling and sales management.