Principles of direct, database and digital marketing / Alan Tapp, Ian Whitten & Matthew Housden
Material type:
TextPublication details: Pearson Education, 2014 New York :Edition: 5 th edDescription: xiv, 599 p. : ill. ; 25 cmISBN: - 9780273756507
- HF 5415.126 T36P 2014
| Item type | Current library | Collection | Shelving location | Call number | Status | Date due | Barcode | Item holds | |
|---|---|---|---|---|---|---|---|---|---|
General Book
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SPU Library, Chonburi campus | General Books (ENGLISH) | Floor 3: General Shelves (FOREIGN LANGUAGE) | HF 5415.126 T36P 2014 (Browse shelf(Opens below)) | Available | B008997 |
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
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