MARC details
| 000 -LEADER |
|---|
| fixed length control field |
aam a22 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
SPU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20181016154405.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
180403b xxu||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780273756507 |
| Terms of availability |
1450.00 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
SPU |
| 049 ## - LOCAL HOLDINGS (OCLC) |
|---|
| Holding library |
SPU_CHN |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF 5415.126 |
| Item number |
T36P 2014 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| 9 (RLIN) |
228638 |
| Personal name |
Tapp, Alan |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Principles of direct, database and digital marketing / |
| Statement of responsibility, etc. |
Alan Tapp, Ian Whitten & Matthew Housden |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
5 th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Name of publisher, distributor, etc. |
Pearson Education, |
| Date of publication, distribution, etc. |
2014 |
| Place of publication, distribution, etc. |
New York : |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xiv, 599 p. : |
| Other physical details |
ill. ; |
| Dimensions |
25 cm. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Part 1: Introducing direct and digital merketing page 1-2 -- 1.What is direct and digital marketing? page 3-31 -- 2.The database page 32-56 |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Part 2: Using direct marketing to analyse the marketing situation page 57-58 -- 3.The customer database: Analysis and applications page 59-95 -- 4.Using external databases in direct marketing page 96-130 |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Part 3: Setting objectives and strategies within direct marketing page 131-132 -- 5.Direct marketing objectives and strategies page 133-174 -- 6.The strategic influences on direct and digital marketing page 175-227 -- 7.Relationship marketing and CRM page 228-249 -- 8.Digital marketing and the Internet page 250-294 -- 9.Social media page 295-314 |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Part 4: Direct marketing implementation and control page 315-316 -- 10.Offers and incentives in direct marketing page 317-356 -- 11.Direct marketing media page 357-411 -- 12.Acquisition media page 412-454 -- 13.Creative practice and consumer behaviour in direct marketing page 455-495 -- 14.Testing, budgeting and research in direct marketing page 496-525 -- 15.Legal impacts on direct, database and digital marketing page 526-546 |
| 650 00 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| 9 (RLIN) |
38846 |
| Topical term or geographic name entry element |
DIRECT MARKETING |
| 650 00 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| 9 (RLIN) |
72851 |
| Topical term or geographic name entry element |
DATABASE MARKETING |
| 650 00 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| 9 (RLIN) |
46868 |
| Topical term or geographic name entry element |
INTERNET MARKETING |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| 9 (RLIN) |
228639 |
| Personal name |
Whitten, lan |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| 9 (RLIN) |
228640 |
| Personal name |
Housden, Matthew, Co-author |
| 850 ## - HOLDING INSTITUTION |
|---|
| Holding institution |
SPU |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
General Book |
| 998 ## - STAFF NAME (SPU) |
|---|
| ผู้ลงรายการ |
ศุภาพิชญ์ 040418 |
| ผู้วิเคราะห์รายการ |
ฐาปณีภรณ์ 150318 |