Principles of direct and database marketing

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Title:

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:

Table of contents http://www.loc.gov/catdir/toc/fy052/2004051223.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... IIEMSA	General Books	33168015764414	658.872 T174P 2005	1	Searching... Unknown

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Summary

Alan Tapp is one of the few writers on direct and database marketing who meets the needs of practitioners and students. His experience of working in direct and database marketing and then of researching and teaching in the area gives him the ideal basis for this book, which is one of the best guidesavailable on the subject.Professor Merlin Stone, Business Research Leader, Business Consulting Services, IBM UK Ltd., IBM Professor of Business Transformation, School of Management, University of SurreyIndispensible to both students and practitioners alike Principles of Direct and Database Marketing, 3e, builds upon the strengths of the 2nd edition. As direct marketing continues to quickly evolve, Tapp's book brings the latest trends and developments to the forefront. A rich source of insights.