Principles of Direct and Database Marketing: A Digital Orientation - Couverture souple

Tapp, Alan

Couverture souple

ISBN 10 : 0273713027 ISBN 13 : 9780273713029

Editeur : Pearson Education Limited, 2008

Synopsis

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

A propos du livre

À propos de l?auteur

Alan Tapp is Senior Lecturer at Bristol Business School at the University of West England.

À propos de la quatrième de couverture

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.

Détails de l'édition

• Éditeur: Pearson Education Limited
• Date d'édition: 2008
• Langue: anglais
• ISBN 10: 0273713027
• ISBN 13: 9780273713029
• Reliure: Broché
• Numéro d'édition: 4
• Nombre de pages: 536
• Coordonnées du fabricant: non disponible
• Personne responsable: Riccardo Bacigalupo; riccardo.bacigalupo@sanoma.it; ; Sanoma Italia Via Arconati, 1 �; Milano; 20135; Italie