Principles of direct and database marketing
by
Tapp, Alan.
Title
:
Principles of direct and database marketing
Author
:
Tapp, Alan.
ISBN
:
9780273683551
Personal Author
:
Tapp, Alan.
Edition
:
3rd ed.
Publication Information
:
Harlow, England ; New York : Financial Times/Prentice Hall, 2005.
Physical Description
:
xiv, 489 p. : ill. ; 25 cm.
Contents
:
1. What is direct marketing? -- 2. The database -- 3. The customer database : analysis and applications -- 4. Using external databases in direct marketing -- 5. Direct marketing objectives and strategies -- 6. The strategic influences on direct marketing -- 7. Relationship marketing and CRM -- 8. The Internet -- 9. Offers and incentives in direct marketing -- 10. Direct marketing media -- 11. Acquisition media -- 12. Direct marketing creative practice -- 13. Testing, budgeting and research in direct marketing -- 14. Worked case study : Vodafone.
Subject Term
:
Direct marketing.
Database marketing.
Electronic Access
:
| Library | Material Type | Item Barcode | Shelf Number | Copy |
|---|
| IIEMSA | General Books | 33168015764414 | 658.872 T174P 2005 | 1 |