Principles of Direct and Database Marketing

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.

"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 2^nd 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.