Principles of Direct and Database Marketing Hardcover – 5 Mar 1998
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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. --This text refers to an out of print or unavailable edition of this title.
About the Author
Alan Tapp is Senior Lecturer at Bristol Business School at the University of West England.--This text refers to the Paperback edition.
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Top Customer Reviews
Everything that *really* matters is in here - most of all what it takes to build the crucial foundation upon which all promotion and Direct Marketing efforts rest -> Having a prospects database that is correctly formed, targeted and then alerted to the merits of whatever is being promoted.
The most useful and practical feature of this book is how it focuses not on technologies - which can and do evolve quickly - but rather on the aspects of Direct Marketing and Promotion that are timeless...the human experience of convincing someone who doesn't know you to accept your message. As long as humans roam the earth, the essence of our exchange-based economy will remain rooted in the messages contained in this book.