Principles of Direct and Database Marketing by Alan Tapp
This market-leading, forward thinking textbook comprehensively addresses the impact of new technologies on the principles and practices of Direct Marketing.
Principles of Direct and Database Marketing
Principles of Direct and Database Marketing
Summary
This market-leading, forward thinking textbook comprehensively addresses the impact of new technologies on the principles and practices of Direct Marketing.
Principles of Direct and Database Marketing Summary
About Alan Tapp
Alan Tapp is Senior Lecturer at Bristol Business School at the University of West England.
Table of Contents
PART I: INTRODUCING DIRECT MARKETING
1. What is direct 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 marketing
7. Relationship marketing and CRM
8. The Internet
9. Social networks: a new perspective for direct marketing
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
GOR003403725
9780273713029
0273713027
Principles of Direct and Database Marketing by Alan Tapp
Used - Very Good
Paperback
Pearson Education Limited
2008-12-02
536
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