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Principles of Direct, Database and Digital Marketing By Alan Tapp

Principles of Direct, Database and Digital Marketing by Alan Tapp

Condition - Very Good
$50.99
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Principles of Direct, Database and Digital Marketing Summary

Principles of Direct, Database and Digital Marketing by Alan Tapp

Up-to-date, forward thinking textbook that comprehensively covers the impact of new technologies on the principles and practices of Direct Marketing.

Table of Contents

PART I: INTRODUCING DIRECT AND DIGITAL MARKETING 1. What is direct and digital marketing? 2. The database PART II: USING DIRECT MAREKTING TO ANALYSE THE MARKETING SITUATION 3. The customer database: analysis and applications 4. Using external databases in direct marketing PART III: SETTING OBJECTIVES & STRATEGIES WITHIN DIRECT MARKETING 5. Direct marketing objectives and strategies 6. The strategic influences on direct and digital marketing 7. Relationship marketing and CRM 8. The Internet 9. Social media PART IV: DIRECT MARKETING IMPLEMENTATION & CONTROL 10. Offers and incentives in direct marketing 11. Direct marketing media 12. Acquisition media 13. Creative practice and consumer behaviour in direct marketing 14. Testing, budgeting and research in direct marketing

Additional information

GOR006006326
Principles of Direct, Database and Digital Marketing by Alan Tapp
Used - Very Good
Paperback
Pearson Education Limited
2013-12-05
576
0273756508
9780273756507
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.

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