Principles of direct, database and digital marketing / Alan Tapp, Ian Whitten and Matthew Housden.
By: Tapp, Alan
Contributor(s): Whitten, Ian | Housden, MatthewCall number: 658.872 T174P 2014 Material type: BookPublisher: Harlow, U.K. : Pearson Education, 2014. Edition: 5th ed.Description: xiv, 559 p. : ill., charts.ISBN: 9780273756507 (pbk.).Subject(s): Direct marketing | Database marketing | Internet marketing
What is direct and digital marketing? -- The database -- The customer database: analysis and applications -- Using external databases in direct marketing -- Direct marketing objectives and strategies -- The strategic influences on direct and digital marketing -- Relationship marketing and CRM -- Digital marketing and the Internet -- Social media -- Offers and incentives in direct marketing -- Direct marketing media -- Acquisition media -- Creative practice and consumer behaviour in direct marketing -- Testing, budgeting and research in direct marketing -- Legal impacts on direct, database and digital marketing.