Principles of direct and database marketing : a digital orientation.

Type:

boek

Titel:

Principles of direct and database marketing : a digital orientation.

Auteur:

Tapp, Alan

Jaar:

2008

Taal:

Engels

Uitgever:

Harlow : Prentice Hall, 2008

Paginering:

XVI, 517 p. : ill.

Plaatsnummer:

PENTA.369.11 TAPP 08 (PENTA)

ISBN:

9780273713029

Samenvatting:

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.

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