Principles of direct and database marketing
Subtitle: a digital orientation
By: Alan Tapp
Edition: 4th ed.
Publisher: Financial Times Prentice Hall; Pearson Education Canada; Financial Times/Prentice Hall
Published: 2008
Place of publication: Harlow, England
Language: eng
Number of pages: 517
ISBN-13: 9780273713029
Subjects: Online-Werbung; Direct marketing; Gro©britannien; Marketing-Informationssystem; Direktmarknadsforing; Database marketing; Theorie; Direktmarketing
Description: This title offers a focussed discussion of direct marketing linking academic theory to the everyday practices in the commercial world.
Notes: Includes index.

Previous edition: 2005.

Includes bibliographical references and index.
Table of contents: title: pt. 1. Introducing direct marketing. What is direct marketing?; title: The database.; title: pt. 2. Using direct marketing to analyse the marketing situation. The customer database : analysis and applications; title: Using external databases in direct marketing.; title: pt. 3. Setting objectives and strategies within direct marketing. Direct marketing objectives and strategies; title: The strategic influences on direct marketing; title: Relationship marketing and CRM; title: The Internet; title: Social networks : a new perspective for direct marketing.; title: pt. 4. Direct marketing implementation and control. Offers and incentives in direct marketing; title: Direct marketing media; title: Acquisition media; title: Creative practice and consumer behavior in direct marketing; title: Testing, budgeting and research in direct marketing.