- Paperback: 536 pages
- Publisher: Financial Times/ Prentice Hall; 4 edition (2 Dec. 2008)
- Language: English
- ISBN-10: 0273713027
- ISBN-13: 978-0273713029
- Product Dimensions: 19 x 2.9 x 24.4 cm
- Average Customer Review: 4.8 out of 5 stars See all reviews (4 customer reviews)
- Amazon Bestsellers Rank: 324,541 in Books (See Top 100 in Books)
- See Complete Table of Contents
Principles of Direct and Database Marketing Paperback – 2 Dec 2008
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From the Back Cover
This market-leading, forward thinking textbook comprehensively addresses the impact of new technologies on the principles and practices of Direct Marketing.
New features include:
· A new chapter on Web 2.0, reflecting on the internets failures and successes, and digital developments looking forward.
· Cutting edge, international case study material from Sport England, Volvo, Tesco.com, Tower Hamlets and the charity Personal Action, linking theory to practice.
· Major expanded themes in the book include buyer behaviour and empowerment; budgeting; and CRM.
· Full, critical discussion of hot topics such as privacy, credit and fraud issues that gets behind the jargon.
Alan Tapp is Professor of Marketing at Bristol Business School at the University of West England.
About the Author
Alan Tapp is Senior Lecturer at Bristol Business School at the University of West England.
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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.
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