Principles Of Direct And Database Marketing

Description: Direct marketing is perhaps the fastest growing area of marketing and new courses at undergraduate, post graduate and professional level have sprung up to reflect this. In Direct and Database Marketing, Alan Tapp has written the first comprehensive student text for this exciting area of study. The book contains many case studies and other examples to bring the subject to life and the final chapter contains an long case study. It should be ideal for students wanting an academic and practical approach to this new and exciting area. The author has both academic and practical experience of direct marketing. He is also course tutor and examiner for the Institute of Direct Marketing Diploma in direct marketing.



Contents: *What is Direct Marketing? *The Database. *Direct Marketing as an Analysis Tool. *External Databases for Lifestyle and Geodemographic Analysis. *Direct Marketing Objectives and Strategies. *The Use of Offers and Incentives in Direct Marketing. *Direct Marketing Media 1. *Direct Marketing Media 2. *Getting your Message Across: Creative. *Testing and Budgeting. *Putting it All Together: Worked Case Study.