TY  - BOOK
AU  - Tapp, Alan
AU  - Whitten, lan
AU  - Housden, Matthew, Co-author
TI  - Principles of direct, database and digital marketing
SN  - 9780273756507
AV  - HF 5415.126 T36P 2014
PY  - 2014///
CY  - New York
PB  - Pearson Education
KW  - DIRECT MARKETING
KW  - DATABASE MARKETING
KW  - INTERNET MARKETING
N1  - 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; 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; 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; 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
ER  -