a| 9780273713029

a| Howest

a| eng

a| HF5415.126

a| 658.8

a| 369.11 2| vsiso

a| Principles of direct and database marketing : b| a digital orientation.

a| 4th ed.

a| Harlow : b| Prentice Hall, c| 2008.

a| XVI, 517 p. : b| ill.

a| 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.

a| Tapp, Alan, d| ....- 0| (viaf)

b| HWPNT c| PENTA j| PENTA.369.11 TAPP 08 p| 3012262

a| book