Principles of Direct and Database Marketing

by Alan Tapp (Author)

• Used

  Paperback
  2004

  $4.21

  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. A focused direct marketing text, this book marries the academic principles with the practicalities of the commercial world. This book is suitable for final year UG or first year PG students studying Direct Marketing courses or marketing Communications courses.

• Used

  Paperback
  2008

  $3.29

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

• Used

  Hardcover
  1998

  $4.24

  Direct marketing is perhaps the fastest growing area of marketing and new courses at undergraduate, post graduate and professional level have sprung up to reflect this. In Direct and Database Marketing, Alan Tapp has written the first comprehensive student text for this exciting area of study. The book contains many case studies and other examples to bring the subject to life and the final chapter contains an long case study. It should be ideal for students wanting an academic and practical approach to this new and exciting area. The author has both academic and practical experience of direct marketing. He is also course tutor and examiner for the Institute of Direct Marketing Diploma in direct marketing.