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Principles of Direct and Database Marketing Paperback – 2 December 2008

by Alan Tapp (Author)
4.5 out of 5 stars 15
Edition: 4th
See all formats and editions

There is a newer edition of this item:

Principles of Direct, Database and Digital Marketing
Principles of Direct, Database and Digital Marketing
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Previous page
  1. ISBN-10
    0273713027
  2. ISBN-13
    978-0273713029
  3. Edition
    4th
  4. Publisher
    Financial Times/ Prentice Hall
  5. Publication date
    2 December 2008
  6. Language
    English
  7. Dimensions
    19.05 x 2.92 x 24.38 cm
  8. Print length
    536 pages
  9. See all details
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Product description

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 internet’s 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.

Product details

  • Publisher ‏ : ‎ Financial Times/ Prentice Hall; 4th edition (2 December 2008)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 536 pages
  • ISBN-10 ‏ : ‎ 0273713027
  • ISBN-13 ‏ : ‎ 978-0273713029
  • Dimensions ‏ : ‎ 19.05 x 2.92 x 24.38 cm
  • Customer Reviews:
    4.5 out of 5 stars 15

About the author

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Alan Tapp

Alan Tapp

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Beldor
4.0 out of 5 stars Pratique
Reviewed in France on 18 June 2011
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Rob
4.0 out of 5 stars Good but needs updating
Reviewed in the United Kingdom on 18 February 2004
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