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Product Description
For 2nd and 3rd year undergraduate options in direct marketing. For postgraduate MA courses in direct marketing. For Institute of Direct Marketing diploma courses. This comprehensive text covers all aspects of direct and database marketing. Examining direct marketing within a wider context, the book explores issues such as relationship marketing, customer loyalty and brand marketing. Still the most dedicated direct marketing text, this book marries the academic principles with the practicalities of the commercial world.
From the Back Cover
This comprehensive text covers all aspects of direct and database marketing. It is still the most focused direct marketing text, marrying academic principles with the practicalities of the commercial world.
Building on the success of the first edition, each chapter follows successive elements of the marketing planning process, providing a clear framework for the book as a whole, making it eminently readable and easy to follow.
Many of the pedadgogical features designed to make teaching and learning more effective have been retained from the first edition. Chapter introductions and learning objectives encourage the reader to consider the main issues presented; chapter summaries and questions consolidate the ideas introduced. Exhibits and mini-case studies appear throughout the text to reinforce taught concepts, the latter are ideal for seminar-based exercises. A fully-worked case study at the end of the text demonstrates how to answer a direct marketing case, illustrating the practice behind the theory.
In addition, key changes to the second edition include-
* a new chapter and associated case study covering the impact on direct marketing of the Internet and new technology
* greater coverage of the important areas of relationship marketing and loyalty
* updates to all chapters to ensure the latest developments have been included
* six new case studies with questions, based on well-known companies, which show how direct marketing is applied in particular situations
Written by an academic with a wealth of practical experience of direct marketing, the second edition of Principles of Direct and Database Marketing is indispensable for students of direct marketing. The book will also be invaluable for practitioners wishing to add to their practical experience.
Alan Tapp is Senior Lecturer in Bristol Business School at the University of the West of England.
Building on the success of the first edition, each chapter follows successive elements of the marketing planning process, providing a clear framework for the book as a whole, making it eminently readable and easy to follow.
Many of the pedadgogical features designed to make teaching and learning more effective have been retained from the first edition. Chapter introductions and learning objectives encourage the reader to consider the main issues presented; chapter summaries and questions consolidate the ideas introduced. Exhibits and mini-case studies appear throughout the text to reinforce taught concepts, the latter are ideal for seminar-based exercises. A fully-worked case study at the end of the text demonstrates how to answer a direct marketing case, illustrating the practice behind the theory.
In addition, key changes to the second edition include-
* a new chapter and associated case study covering the impact on direct marketing of the Internet and new technology
* greater coverage of the important areas of relationship marketing and loyalty
* updates to all chapters to ensure the latest developments have been included
* six new case studies with questions, based on well-known companies, which show how direct marketing is applied in particular situations
Written by an academic with a wealth of practical experience of direct marketing, the second edition of Principles of Direct and Database Marketing is indispensable for students of direct marketing. The book will also be invaluable for practitioners wishing to add to their practical experience.
Alan Tapp is Senior Lecturer in Bristol Business School at the University of the West of England.
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