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


Principles of Direct and Database Marketing

Principles of Direct and Database Marketing

Author(s):
  • Alan Tapp
  • Author: Alan Tapp
    • ISBN:9788131764411
    • 10 Digit ISBN:8131764419
    • Price:Rs. 859.00
    • Pages:756
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


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

    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