Direct and Digital Marketing in Practice - Softcover

Thomas, Brian; Housden, Matthew

9781408127520: Direct and Digital Marketing in Practice

Softcover

ISBN 10: 1408127520 ISBN 13: 9781408127520

Publisher: A&C Black, 2010

Direct and Digital Marketing in Practice is a practical manual for all managers, marketers and students who need to get to grips with the powerful techniques available to skilled direct marketers.

Fully updated for this new edition to reflect the impact of the Internet on marketing this book is the only comprehensive textbook written entirely by currently practising professionals. Featuring a chapter by Derek Holden, Founder and Managing Director of the Institute of Direct Marketing, Direct and Digital Marketing in Practice covers vital issues such as: the new marketing landscape; gaining customer insight; integrating traditional and digital media; and campaign planning and budgeting.

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About the Author:

Matthew Housden is a marketing consultant, author, academic and trainer. He has worked in marketing for 25 years, in a range of senior positions. Clients include IBM, Barclays, Barclaycard, the London Business School and Microsoft. He is also principal lecturer in the marketing group at the University of Greenwich.

Brian Thomas has been in marketing and management for more than 40 years. He is Course Director for the UK residential courses for the Institute of Direct Marketing (IDM) Diploma in Direct & Interactive Marketing. Brian has worked with a wide variety of clients worldwide, including IBM, Microsoft, American Express, Legal & General, Save the Children, Help the Aged and Barnado's.

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