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Book by Tapp Alan
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Présentation de l'éditeur :
"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 giveshim 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 Surrey
Indispensible 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. Given the growing importance of direct and database marketing to clients' businesses today, Tapp explores a broad spectrum of issues and illustrates them with insightful case studies. Accessible to the newcomer and a welcome reminder for those needing a refresher."
Martin Troughton, Founder and Managing Partner of Harrison Troughton Wunderman
A market leader, Principles of Database Marketing, 3e, offers a focused discussion that links academic theory to the everyday practices in the commercial world.
New features include:
- The latest changes in the world of geodemographics and lifestyle databases and detailed description of new products introduced over the last 5 years (Chapter 4)
- New media coverage, including the Internet and e-mail (Chapter 6) and SMS Texting and interactive TV (Chapter 10)
- Fresh examination of the strategic influences on direct marketing and brand response. Also gets behind the fads, jargon and cliches that characterise much of the relationship marketing writing
- New case studies throughout sourced from award-winning UK based direct marketing agencies.
- Brand new Chapter 14 which includes a fully worked large-scale case study
Alan Tapp is Senior Lecturer at Bristol Business School at the University of West England.
For 2nd and 3rd year undergraduate options in direct marketing. For postgraduate MA courses in direct marketing. For Institute of Direct Marketing diploma courses. This comprehensive text covers all aspects of direct and database marketing. Examining direct marketing within a wider context, the book explores issues such as relationship marketing, customer loyalty and brand marketing. Still the most dedicated direct marketing text, this book marries the academic principles with the practicalities of the commercial world.
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
- ÉditeurPearson Education Limited
- Date d'édition2001
- ISBN 10 0273646818
- ISBN 13 9780273646815
- ReliureBroché
- Numéro d'édition2
- Nombre de pages456
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Principles of Direct and Database Marketing
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Description du livre Paperback. Etat : Very Good. Principles of Direct and Database Marketing This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. N° de réf. du vendeur 7719-9780273646815
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Principles of Direct and Database Marketing
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ISBN 13 : 9780273646815
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Description du livre Etat : Very Good. 2nd Edition. Used book that is in excellent condition. May show signs of wear or have minor defects. N° de réf. du vendeur 42273626-6
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Principles of Direct and Database Marketing
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ISBN 13 : 9780273646815
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Description du livre Paperback. Etat : Very Good. This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. N° de réf. du vendeur 6545-9780273646815
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Principles of Direct and Database Marketing
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Pearson Education, Limited
(2000)
ISBN 10 : 0273646818
ISBN 13 : 9780273646815
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Description du livre Etat : Good. 2nd Edition. Ships from the UK. Used book that is in clean, average condition without any missing pages. N° de réf. du vendeur 17431496-6
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Principles of Direct and Database Marketing
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Description du livre Etat : Very Good. 2nd Edition. Ships from the UK. Former library book; may include library markings. Used book that is in excellent condition. May show signs of wear or have minor defects. N° de réf. du vendeur 16329180-6
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Description du livre Etat : fine. Photo non contractuelle. Envoi rapide et soigné. N° de réf. du vendeur 9780273646815_6105_R76
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Principles of Direct and Database Marketing by Tapp, Alan
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FT Prentice Hall
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Description du livre Taschenbuch. Etat : Gebraucht. Unbenutzte Restauflage Unbenutzt. Schnelle Lieferung, Kartonverpackung. Abzugsfähige Rechnung. Bei Mehrfachbestellung werden die Versandkosten anteilig erstattet. 435 pp. Englisch. N° de réf. du vendeur INF1000035020
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Principles of Direct and Database Marketing
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Description du livre Paperback. Etat : Fair. Principles of Direct and Database Marketing This book is in good or better condition. It has no tears to the pages and no pages will be missing from the book. The spine of the book is still in great condition and the front cover is generally unmarked. It has signs of previous use but overall is in really nice, tight condition. Shipping is normally same day from our UK warehouse. We offer a money back guarantee if you are not satisfied. N° de réf. du vendeur TFTP-9780273646815
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