Principles of direct and database marketing /

• Tapp, Alan.

• Direct marketing
• Database marketing

• Financial Times/Prentice Hall,

• 0273683551 (pbk.) :
• 9780273683551 (pbk.)

• 37.99

• Previous ed.: 2000.
• Includes bibliographical references and index.
• PREFACE ACKNOWLEDGEMENTS. How this book relates to direct marketing planning. PART ONE: INTRODUCING DIRECT MARKETING. 1. What is Direct Marketing? 2. The Database PART TWO: USING DIRECT MARKETING TO ANALYSE THE MARKETING SITUATION. 3. The Customer Database: Analysis and Applications 4. Using External Databases in Direct Marketing PART THREE: SETTING OBJECTIVES AND STRATEGIES WITHIN DIRECT MARKETING. 5. Direct Marketing Objectives and Strategies 6. The Strategic Influences on Direct Marketing 7. Relationship Marketing and CRM 8. The Internet PART FOUR: DIRECT MARKETING IMPLEMENTATION AND CONTROL. 9. Offers and Incentives in Direct Marketing 10. Direct Marketing Media 11. Acquisition media 12. Direct Marketing Creative Practice 13. Testing, Budgeting and Research in Direct Marketing 14. Worked Case Study: Vodafone INDEX

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