Description

Book Synopsis


Table of Contents

PART I: INTRODUCING DIRECT AND DIGITAL MARKETING

1. What is direct and digital marketing?

2. The database

PART II: USING DIRECT MAREKTING TO ANALYSE THE MARKETING SITUATION

3. The customer database: analysis and applications

4. Using external databases in direct marketing

PART III: SETTING OBJECTIVES & STRATEGIES WITHIN DIRECT MARKETING

5. Direct marketing objectives and strategies

6. The strategic influences on direct and digital marketing

7. Relationship marketing and CRM

8. The Internet

9. Social media

PART IV: DIRECT MARKETING IMPLEMENTATION & CONTROL

10. Offers and incentives in direct marketing

11. Direct marketing media

12. Acquisition media

13. Creative practice and consumer behaviour in direct marketing

14. Testing, budgeting and research in direct marketing

Principles of Direct Database and Digital

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    £999.99

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    A Paperback by Alan Tapp, Ian Whitten, Matthew Housden

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      Publisher: Pearson Education
      Publication Date: Publication Date: 12/12/2013 12:00:00 AM
      ISBN13: 9780273756507, 978-0273756507
      ISBN10: 0273756508
      Also in:
      Business, Finance & Law Sales and marketing

      Description

      Book Synopsis


      Table of Contents

      PART I: INTRODUCING DIRECT AND DIGITAL MARKETING

      1. What is direct and digital marketing?

      2. The database

      PART II: USING DIRECT MAREKTING TO ANALYSE THE MARKETING SITUATION

      3. The customer database: analysis and applications

      4. Using external databases in direct marketing

      PART III: SETTING OBJECTIVES & STRATEGIES WITHIN DIRECT MARKETING

      5. Direct marketing objectives and strategies

      6. The strategic influences on direct and digital marketing

      7. Relationship marketing and CRM

      8. The Internet

      9. Social media

      PART IV: DIRECT MARKETING IMPLEMENTATION & CONTROL

      10. Offers and incentives in direct marketing

      11. Direct marketing media

      12. Acquisition media

      13. Creative practice and consumer behaviour in direct marketing

      14. Testing, budgeting and research in direct marketing

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