Principles of Direct and Database Marketing [Paperback] 3e by Alan Tapp

Product details

Brand New

Paperback: 504 pages 
Publisher: Financial Times/ Prentice Hall; 3 edition (24 Sept. 2004) 
Language: English 
ISBN-10: 0273683551 
ISBN-13: 9780273683551 
Product Dimensions: 19 x 2.7 x 24.8 cm 

 

Description

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.