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Principles of Direct, Database and Digital Marketing

By Alan Tapp

Product Image: Principles of Direct, Database and Digital Marketing

Principles of Direct, Database and Digital Marketing

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Description
The growth of digital marketing is the most important yet unpredictable trend in marketing today. How can the online world be harnessed by the companies of today and tomorrow to grow their marketing impact? What role do information and databases have to play in this system? And why do some non-digital means of direct marketing still remain so powerful? Alan Tapp's successful text has long been a leading authority on direct marketing, and for this fifth edition he is joined by Ian Whitten and Matthew Housden for the most up-to-date book yet. The authors all bring great expertise across direct, database and digital marketing to provide comprehensive, compelling coverage of the key theory and debates of the fields. The fifth edition includes comprehensive coverage of all recent developments in digital marketing, including analysis of the seemingly relentless rise of Facebook, Twitter and other forms of social media. It has a range of thoroughly updated case studies covering companies and organisations from sports teams to car manufacturers and non-profits and contains a new chapter on Data Protection legislation and its impact on marketers.
Product details
Binding:
Paperback
Edition:
5
Number of Pages:
576
Release Date:
2014-03-17
Publication Date:
2013-12-12
Publisher:
Pearson Education Limited
Languages:
Original: English
ISBN10:
0273756508
ISBN13:
9780273756507
GPSR Manufacturer Reference:
[email protected]
Weight:
1053 g
Height:
189 cm
Width:
243 cm
Thickness:
35 cm
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