Items related to Principles of Direct and Database Marketing (3rd Edition)
Synopsis
An up-to-date introduction to all aspects of direct and database marketing, focusing on direct marketing whilst marrying academic principles with the practicalities of the commercial world. Approached from a practitioner point of view.
"synopsis" may belong to another edition of this title.
From the Back Cover
"Alan Tapp is one of the few writers on direct and database marketing who meets the needs of practitioners and students. His experience of working in direct and database marketing and then of researching and teaching in the area giveshim the ideal basis for this book, which is one of the best guidesavailable on the subject."
Professor Merlin Stone, Business Research Leader, Business Consulting Services, IBM UK Ltd., IBM Professor of Business Transformation, School of Management, University of Surrey
Indispensible to both students and practitioners alike!
Principles of Direct and Database Marketing, 3e
, builds upon the strengths of the 2nd edition. As direct marketing continues to quickly evolve, Tapp¿s book brings the latest trends and developments to the forefront.
"A rich source of insights. Given the growing importance of direct and database marketing to clients' businesses today, Tapp explores a broad spectrum of issues and illustrates them with insightful case studies. Accessible to the newcomer and a welcome reminder for those needing a refresher."
Martin Troughton, Founder and Managing Partner of Harrison Troughton Wunderman
A market leader, Principles of Database Marketing, 3e, 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 5 years (Chapter 4)
- New media coverage, including the Internet and e-mail (Chapter 6) 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
Alan Tapp is Senior Lecturer at Bristol Business School at the University of West England.
About the Author
Alan Tapp is Senior Lecturer at Bristol Business School at the University of West England.
"About this title" may belong to another edition of this title.
- PublisherPearson Education Canada
- Publication date2004
- ISBN 10 0273683551
- ISBN 13 9780273683551
- BindingPaperback
- LanguageEnglish
- Edition number3
- Number of pages504
- Rating
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Principles of Direct and Database Marketing
Published by
Pearson Education, Limited, 2005
ISBN 10: 0273683551
ISBN 13: 9780273683551
Used
Softcover
Seller: Better World Books Ltd, Dunfermline, United Kingdom
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Condition: Very Good. 3rd. Ships from the UK. Used book that is in excellent condition. May show signs of wear or have minor defects. Seller Inventory # 17433597-6
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Principles of Direct and Database Marketing (3rd Edition)
Published by
Financial Times/ Prentice Hall, 2005
ISBN 10: 0273683551
ISBN 13: 9780273683551
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Condition: Fair. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. Clean from markings. In fair condition, suitable as a study copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,1100grams, ISBN:9780273683551. Seller Inventory # 9278354
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Principles of Direct and Database Marketing
Published by
Financial Times/ Prentice Hall, 2004
ISBN 10: 0273683551
ISBN 13: 9780273683551
Used
Paperback
Seller: HALCYON BOOKS, LONDON, United Kingdom
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Paperback. Condition: Very Good. ALL ITEMS ARE DISPATCHED FROM THE UK WITHIN 48 HOURS ( BOOKS ORDERED OVER THE WEEKEND DISPATCHED ON MONDAY) ALL OVERSEAS ORDERS SENT BY TRACKABLE AIR MAIL. IF YOU ARE LOCATED OUTSIDE THE UK PLEASE ASK US FOR A POSTAGE QUOTE FOR MULTI VOLUME SETS BEFORE ORDERING. Seller Inventory # mon0000837639
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Principles of Direct And Database Marketing [Taschenbuch] by Tapp, Alan
Published by
Financial Times Prentice Hall, 2004
ISBN 10: 0273683551
ISBN 13: 9780273683551
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Taschenbuch
Seller: unifachbuch e.K., Köln, NRW, Germany
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Taschenbuch. Condition: Neu. Gebraucht - Wie neu Unbenutzt. Schnelle Lieferung, Kartonverpackung. Abzugsfähige Rechnung. Bei Mehrfachbestellung werden die Versandkosten anteilig erstattet. -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. A focused direct marketing text, this book marries the academic principles with the practicalities of the commercial world. This book is suitable for final year UG or first year PG students studying Direct Marketing courses or marketing Communications courses. 489 pp. Englisch. Seller Inventory # INF1000038878
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PRINCIPLES OF DIRECT AND DATABASE MARKETING
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