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Direct Marketing
E/M/127. Cross-selling and up-selling to increase revenue and retention
- WORDS:
- 2000
- DATE:
- 2006
- PRICE:
- 29.99 GBP
The paper examines the tools of direct marketing (DM) focusing on cross-selling and up-selling. Marketing theories are reviewed, DM tools are defined and compared outlining operational requirements for incorporating cross-selling and up-selling in marketing plans to increase revenue and retention.
KEYWORDS: Direct marketing, cross-selling, up-selling,
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