Principles of Direct and Database Marketing
Alan Tapp - Collection Financial Times
Résumé
Indispensible to both students and practitioners alike!
Principles of Direct and Database Marketing, 3rd edition, builds upon the strengths of the 2nd edition. As direct marketing continues to evolve quickly, Tapp's book brings the latest trends and developments to the forefront.
A market leader, Principles of Direct and Database Marketing, 3rd edition, offers a focused discussion that links academic theory to the everyday practices in the commercial world.
New features include:
- The latest changes in the world of geodemographics and lifestyle databases and detailed description of new products introduced over the last five years (Chapter 4)
- New media coverage, including the Internet and e-mail (Chapters 8 and 10) and SMS Texting and interactive TV (Chapter 10)
- Fresh examination of the strategic influences on direct marketing and brand response.
- Also gets behind the fads, jargon and cliches that characterise much of the relationship marketing writing
- New case studies throughout sourced from award-winning UK based direct marketing agencies
- Brand new Chapter 14 which includes a fully-worked large-scale case study
Sommaire
- Introducing direct marketing
- What is Direct Marketing?
- The Database
- Using direct marketing to analyse the marketing situation
- The Customer Database: Analysis and Applications
- Using External Databases in Direct Marketing
- Setting objectives and strategies within direct marketing
- Direct Marketing Objectives and Strategies
- The Strategic Influences on Direct Marketing
- Relationship Marketing and CRM
- The Internet
- Direct marketing implementation and control
- Offers and Incentives in Direct Marketing
- Direct Marketing Media
- Acquisition media
- Direct Marketing Creative Practice
- Testing, Budgeting and Research in Direct Marketing
- Worked Case Study: Vodafone
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Prentice Hall |
| Auteur(s) | Alan Tapp |
| Collection | Financial Times |
| Parution | 07/10/2004 |
| Édition | 3eme édition |
| Nb. de pages | 489 |
| Format | 19 x 24,5 |
| Couverture | Broché |
| Poids | 965g |
| Intérieur | 2 couleurs |
| EAN13 | 9780273683551 |
| ISBN13 | 978-0-273-68355-1 |
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