Principles of Direct and Database Marketing by Alan Tapp
For 2nd and 3rd year undergraduate options in direct marketing. For postgraduate MA courses in direct marketing. For Institute of Direct Marketing diploma courses. This comprehensive text covers all aspects of direct and database marketing. Examining direct marketing within a wider context, the book explores issues such as relationship marketing, customer loyalty and brand marketing. Still the most dedicated direct marketing text, this book marries the academic principles with the practicalities of the commercial world.