Principles of Direct and Database Marketing Alan Tapp

Higher Ed. and Vocational >> Business and Economics >> Marketing >> Marketing Management

Principles of Direct and Database Marketing

Author: Alan Tapp

ISBN:9788131764411
10 Digit ISBN:8131764419
Price:Rs. 1185.00
Pages:756
Imprint:Pearson Education
Binding:Paperback
Status:Available

Be the first to rate the book !!

Normal
0

false
false
false

EN-IN
X-NONE
X-NONE

DefSemiHidden="true" DefQFormat="false" DefPriority="99"
LatentStyleCount="267">
UnhideWhenUsed="false" QFormat="true" Name="Normal" />
UnhideWhenUsed="false" QFormat="true" Name="heading 1" />

UnhideWhenUsed="false" QFormat="true" Name="Title" />

UnhideWhenUsed="false" QFormat="true" Name="Subtitle" />
UnhideWhenUsed="false" QFormat="true" Name="Strong" />
UnhideWhenUsed="false" QFormat="true" Name="Emphasis" />
UnhideWhenUsed="false" Name="Table Grid" />

UnhideWhenUsed="false" QFormat="true" Name="No Spacing" />
UnhideWhenUsed="false" Name="Light Shading" />
UnhideWhenUsed="false" Name="Light List" />
UnhideWhenUsed="false" Name="Light Grid" />
UnhideWhenUsed="false" Name="Medium Shading 1" />
UnhideWhenUsed="false" Name="Medium Shading 2" />
UnhideWhenUsed="false" Name="Medium List 1" />
UnhideWhenUsed="false" Name="Medium List 2" />
UnhideWhenUsed="false" Name="Medium Grid 1" />
UnhideWhenUsed="false" Name="Medium Grid 2" />
UnhideWhenUsed="false" Name="Medium Grid 3" />
UnhideWhenUsed="false" Name="Dark List" />
UnhideWhenUsed="false" Name="Colorful Shading" />
UnhideWhenUsed="false" Name="Colorful List" />
UnhideWhenUsed="false" Name="Colorful Grid" />
UnhideWhenUsed="false" Name="Light Shading Accent 1" />
UnhideWhenUsed="false" Name="Light List Accent 1" />
UnhideWhenUsed="false" Name="Light Grid Accent 1" />
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 1" />
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1" />
UnhideWhenUsed="false" Name="Medium List 1 Accent 1" />

UnhideWhenUsed="false" QFormat="true" Name="List Paragraph" />
UnhideWhenUsed="false" QFormat="true" Name="Quote" />
UnhideWhenUsed="false" QFormat="true" Name="Intense Quote" />
UnhideWhenUsed="false" Name="Medium List 2 Accent 1" />
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1" />
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1" />
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1" />
UnhideWhenUsed="false" Name="Dark List Accent 1" />
UnhideWhenUsed="false" Name="Colorful Shading Accent 1" />
UnhideWhenUsed="false" Name="Colorful List Accent 1" />
UnhideWhenUsed="false" Name="Colorful Grid Accent 1" />
UnhideWhenUsed="false" Name="Light Shading Accent 2" />
UnhideWhenUsed="false" Name="Light List Accent 2" />
UnhideWhenUsed="false" Name="Light Grid Accent 2" />
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2" />
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2" />
UnhideWhenUsed="false" Name="Medium List 1 Accent 2" />
UnhideWhenUsed="false" Name="Medium List 2 Accent 2" />
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2" />
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2" />
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2" />
UnhideWhenUsed="false" Name="Dark List Accent 2" />
UnhideWhenUsed="false" Name="Colorful Shading Accent 2" />
UnhideWhenUsed="false" Name="Colorful List Accent 2" />
UnhideWhenUsed="false" Name="Colorful Grid Accent 2" />
UnhideWhenUsed="false" Name="Light Shading Accent 3" />
UnhideWhenUsed="false" Name="Light List Accent 3" />
UnhideWhenUsed="false" Name="Light Grid Accent 3" />
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3" />
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3" />
UnhideWhenUsed="false" Name="Medium List 1 Accent 3" />
UnhideWhenUsed="false" Name="Medium List 2 Accent 3" />
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3" />
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3" />
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3" />
UnhideWhenUsed="false" Name="Dark List Accent 3" />
UnhideWhenUsed="false" Name="Colorful Shading Accent 3" />
UnhideWhenUsed="false" Name="Colorful List Accent 3" />
UnhideWhenUsed="false" Name="Colorful Grid Accent 3" />
UnhideWhenUsed="false" Name="Light Shading Accent 4" />
UnhideWhenUsed="false" Name="Light List Accent 4" />
UnhideWhenUsed="false" Name="Light Grid Accent 4" />
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4" />
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4" />
UnhideWhenUsed="false" Name="Medium List 1 Accent 4" />
UnhideWhenUsed="false" Name="Medium List 2 Accent 4" />
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4" />
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4" />
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4" />
UnhideWhenUsed="false" Name="Dark List Accent 4" />
UnhideWhenUsed="false" Name="Colorful Shading Accent 4" />
UnhideWhenUsed="false" Name="Colorful List Accent 4" />
UnhideWhenUsed="false" Name="Colorful Grid Accent 4" />
UnhideWhenUsed="false" Name="Light Shading Accent 5" />
UnhideWhenUsed="false" Name="Light List Accent 5" />
UnhideWhenUsed="false" Name="Light Grid Accent 5" />
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5" />
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5" />
UnhideWhenUsed="false" Name="Medium List 1 Accent 5" />
UnhideWhenUsed="false" Name="Medium List 2 Accent 5" />
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5" />
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5" />
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5" />
UnhideWhenUsed="false" Name="Dark List Accent 5" />
UnhideWhenUsed="false" Name="Colorful Shading Accent 5" />
UnhideWhenUsed="false" Name="Colorful List Accent 5" />
UnhideWhenUsed="false" Name="Colorful Grid Accent 5" />
UnhideWhenUsed="false" Name="Light Shading Accent 6" />
UnhideWhenUsed="false" Name="Light List Accent 6" />
UnhideWhenUsed="false" Name="Light Grid Accent 6" />
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6" />
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6" />
UnhideWhenUsed="false" Name="Medium List 1 Accent 6" />
UnhideWhenUsed="false" Name="Medium List 2 Accent 6" />
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6" />
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6" />
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6" />
UnhideWhenUsed="false" Name="Dark List Accent 6" />
UnhideWhenUsed="false" Name="Colorful Shading Accent 6" />
UnhideWhenUsed="false" Name="Colorful List Accent 6" />
UnhideWhenUsed="false" Name="Colorful Grid Accent 6" />
UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis" />
UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis" />
UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference" />
UnhideWhenUsed="false" QFormat="true" Name="Intense Reference" />
UnhideWhenUsed="false" QFormat="true" Name="Book Title" />

This market-leading, forward thinking textbook comprehensively addresses the impact of new technologies on the principles and practices of Direct Marketing.

Post Review

Table of Content

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

Salient Features

Clear writing style
Innovative illustrations and photographs bring the story to life
Full of up-to-date examples of international brands
Comprehensive summaries and end-of-chapter questions
Full cases at the end of each chapter synthesises information and shows how the theory applies to real life