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Principles of Direct and Database Marketing [Paperback]

Alan Tapp
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Table of Contents

PART I: INTRODUCING DIRECT MARKETING

1. What is direct marketing?

2. The database

PART II: USING DIRECT MAREKTING TO ANALYSE THE MARKETING SITUATION

3. The customer database: analysis and applications

4. Using external databases in direct marketing

PART III: SETTING OBJECTIVES & STRATEGIES WITHIN DIRECT MARKETING

5. Direct marketing objectives and strategies

6. The strategic influences on direct marketing

7. Relationship marketing and CRM

8. The Internet

9. Social networks: a new perspective for direct marketing

PART IV: DIRECT MARKETING IMPLEMENTATION & CONTROL

10. Offers and incentives in direct marketing

11. Direct marketing media

12. Acquisition Media

13. Creative practice and consumer behaviour in direct marketing

14. Testing, budgeting and research in direct marketing

 

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