{"product_id":"principles-of-direct-database-and-digital-marketing-9780273756507","title":"Principles of Direct Database and Digital","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003ePART I: INTRODUCING DIRECT AND DIGITAL MARKETING\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1. What is direct and digital marketing?\u003c\/p\u003e \u003cp\u003e2. The database\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART II: USING DIRECT MAREKTING TO ANALYSE THE MARKETING SITUATION\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e3. The customer database: analysis and applications\u003c\/p\u003e \u003cp\u003e4. Using external databases in direct marketing\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART III: SETTING OBJECTIVES \u0026amp; STRATEGIES WITHIN DIRECT MARKETING\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e5. Direct marketing objectives and strategies\u003c\/p\u003e \u003cp\u003e6. The strategic influences on direct and digital marketing\u003c\/p\u003e \u003cp\u003e7. Relationship marketing and CRM\u003c\/p\u003e \u003cp\u003e8. The Internet\u003c\/p\u003e \u003cp\u003e9. Social media\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART IV: DIRECT MARKETING IMPLEMENTATION \u0026amp; CONTROL\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e10. Offers and incentives in direct marketing\u003c\/p\u003e \u003cp\u003e11. Direct marketing media\u003c\/p\u003e \u003cp\u003e12. Acquisition media\u003c\/p\u003e \u003cp\u003e13. Creative practice and consumer behaviour in direct marketing\u003c\/p\u003e \u003cp\u003e14. Testing, budgeting and research in direct marketing\u003c\/p\u003e","brand":"Pearson Education","offers":[{"title":"Default Title","offer_id":51017729212759,"sku":"9780273756507","price":999.99,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780273756507.jpg?v=1750774479","url":"https:\/\/bookcurl.com\/products\/principles-of-direct-database-and-digital-marketing-9780273756507","provider":"Book Curl","version":"1.0","type":"link"}