Principles of Direct and Database Marketing
Tapp, Alan
Sold by Better World Books, Mishawaka, IN, U.S.A.
AbeBooks Seller since 3 August 2006
Used - Soft cover
Condition: Used - Very good
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Add to basketSold by Better World Books, Mishawaka, IN, U.S.A.
AbeBooks Seller since 3 August 2006
Condition: Used - Very good
Quantity: 1 available
Add to basketUsed book that is in excellent condition. May show signs of wear or have minor defects.
Seller Inventory # 17433597-6
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.
"Alan Tapp is one of the few writers on direct and database marketing who meets the needs of practitioners and students. His experience of working in direct and database marketing and then of researching and teaching in the area giveshim the ideal basis for this book, which is one of the best guidesavailable on the subject."
Professor Merlin Stone, Business Research Leader, Business Consulting Services, IBM UK Ltd., IBM Professor of Business Transformation, School of Management, University of Surrey
Indispensible to both students and practitioners alike!
Principles of Direct and Database Marketing, 3e
, builds upon the strengths of the 2nd edition. As direct marketing continues to quickly evolve, Tapp’s book brings the latest trends and developments to the forefront.
"A rich source of insights. Given the growing importance of direct and database marketing to clients' businesses today, Tapp explores a broad spectrum of issues and illustrates them with insightful case studies. Accessible to the newcomer and a welcome reminder for those needing a refresher."
Martin Troughton, Founder and Managing Partner of Harrison Troughton Wunderman
A market leader, Principles of Database Marketing, 3e, offers a focused discussion that links academic theory to the everyday practices in the commercial world.
New features include:
Alan Tapp is Senior Lecturer at Bristol Business School at the University of West England.
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