【2014】 Principles of Direct Database & Digital Marketing
【2014】Principles of Direct Database & Digital Marketing

Book 图书名称： Principles of Direct Database & Digital Marketing
Author 作者：    Alan Tapp, Ian Whitten
Publisher 出版社：Jan 14, 2014
Page 页数：557
Publishing Date 出版时间：Jan 14, 2014                        
Language 语言：English
Size 大小：8 MB
Format 格式：pdf 文字版
ISBN:0273756508, 9780273756507
Edition:第5版 搜索过论坛，没有该文档


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.

== Table of contents ==
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