Principles of Direct and Database Marketing: A Digital Orientation - Softcover

Tapp, Alan

Softcover

ISBN 10: 0273713027 ISBN 13: 9780273713029

Verlag: Pearson Education Limited, 2009

Inhaltsangabe

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

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Über die Autorin bzw. den Autor

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

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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.

Details zur Ausgabe

• Verlag: Pearson Education Limited
• Erscheinungsdatum: 2009
• Sprache: Englisch
• ISBN 10: 0273713027
• ISBN 13: 9780273713029
• Einband: Taschenbuch
• Auflage: 4
• Anzahl der Seiten: 517
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Riccardo Bacigalupo; riccardo.bacigalupo@sanoma.it; ; Sanoma Italia Via Arconati, 1 �; Milano; 20135; Italien