Principles of Direct and Database Marketing

Alan Tapp

435 pages, parution le 20/02/2004 (2^eme édition)

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Résumé

For 2^nd and 3^rd 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.

Includes strong pedagogical features, learning objectives, case studies and summaries to make the book easy for students to follow and understand.
Includes fully worked case studies to show the student how the theory translates into practice.
Includes short case studies to enable lecturers to set seminar exercises based on a taught element.
Each chapter follows successive elements of the marketing planning process providing a clear framework for the book as a whole.
Written by an academic with practical experience of direct marketing.

Sommaire

How this book relates to direct marketing planning.
Introducing direct marketing
- What is Direct Marketing?
- The Database
Using direct marketing to analyse the marketing situation.
- The Customer Debate: Analysis and Applications
- Using External Databases in Direct Marketing
Setting objectives and strategies within direct marketing
- Direct Marketing Objectives and Strategies
- The Internet
- The Strategic Influences on Direct Marketing
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: Daewoo UK

Answering Direct Marketing Case Study
Index
Index of references

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Alan Tapp
Parution	20/02/2004
Édition	2^eme édition
Nb. de pages	435
Format	19 x 24,5
Couverture	Broché
Poids	990g
Intérieur	Noir et Blanc
EAN13	9780273646815