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Principles of direct and database marketing

Author: Alan Tapp
Publisher: London ; Washington, D.C. : Financial Times : Pitman Pub., 1998.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

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  Read more...

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Document Type: Book
All Authors / Contributors: Alan Tapp
ISBN: 0273627171 9780273627173
OCLC Number: 40145951
Description: xiii, 369 pages : illustrations ; 25 cm
Contents: 1. What is direct marketing? --
2. The database --
3. The customer database : analysis and applications --
4. Using external databases in direct marketing --
5. Direct marketing objectives and strategies --
6. The strategic influences on direct marketing --
7. Relationship marketing and CRM --
8. The Internet --
9. Offers and incentives in direct marketing --
10. Direct marketing media --
11. Acquisition media --
12. Direct marketing creative practice --
13. Testing, budgeting and research in direct marketing --
14. Worked case study : Vodafone.
Responsibility: Alan Tapp.

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