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Principles of Direct and Database Marketing By Alan Tapp

Principles of Direct and Database Marketing
by Alan Tapp

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This text covers direct and database marketing. Examining direct marketing within a wider context, the book explores issues such as relationship marketing, customer loyalty and brand marketing. It marries the academic principles with the practicalities of the commercial world.
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Principles of Direct and Database Marketing Summary

Principles of Direct and Database Marketing by Alan Tapp

This comprehensive text covers all aspects of direct and database marketing. It is still the most focused direct marketing text, marrying academic principles with the practicalities of the commercial world.Building on the success of the first edition, each chapter follows successive elements of the marketing planning process, providing a clear framework for the book as a whole, making it eminently readable and easy to follow.Many of the pedadgogical features designed to make teaching and learning more effective have been retained from the first edition. Chapter introductions and learning objectives encourage the reader to consider the main issues presented; chapter summaries and questions consolidate the ideas introduced. Exhibits and mini-case studies appear throughout the text to reinforce taught concepts, the latter are ideal for seminar-based exercises. A fully-worked case study at the end of the text demonstrates how to answer a direct marketing case, illustrating the practice behind the theory.In addition, key changes to the second edition include: * a new chapter and associated case study covering the impact on direct marketing of the Internet and new technology* greater cov

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Table of Contents

Preface. Acknowledgements. How this book relates to direct marketing planning. PART 1: INTRODUCING DIRECT MARKETING. 1. What is Direct Marketing? 2. The Database PART 2: USING DIRECT MARKETING TO ANALYSE THE MARKETING SITUATION. 3. The Customer Debate: Analysis and Applications 4. Using External Databases in Direct Marketing PART 3: SETTING OBJECTIVES AND STRATEGIES WITHIN DIRECT MARKETING. 5. Direct Marketing Objectives and Strategies 6. The Internet 7. The Strategic Influences on Direct Marketing PART 4: DIRECT MARKETING IMPLEMENTATION AND CONTROL. 8. Offers and Incentives in Direct Marketing 9. Direct Marketing Media 10. Acquisition media 11. Direct Marketing Creative Practice 12. Testing, Budgeting and Research in Direct Marketing 13. Worked Case Study: Daewoo UK Answering Direct Marketing Case Study. Index Index of references.

Additional information

Principles of Direct and Database Marketing by Alan Tapp
Alan Tapp
Used - Very Good
Pearson Education Limited
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.