Principles of Direct, Database and Digital Marketing

Tapp, Alan,Whitten, Ian,Housden, Matthew

ISBN 10: 0273756508 / ISBN 13: 9780273756507

Editore: Pearson, 2013

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Riassunto:

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.

Dati bibliografici

Titolo: Principles of Direct, Database and Digital ...
Casa editrice: Pearson
Data di pubblicazione: 2013
Legatura: paperback
Condizione: Acceptable
Condizione sovraccoperta: sovraccoperta
Edizione: quinta edizione o successive