Principles of Direct & Database
Marketing, 3rd Edition

By Alan Tapp
Financial Times/ Pearson Education Limited
February 2005
ISBN: 0273683551
503 Pages, Illustrated, 7 ½" x 9 ¾"
$95.00 Paper Original

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This comprehensive text covers all aspects of direct and database marketing. Examining direct marketing within a wider context, the book explores issues such as relationship marketing, customer loyalty and brand marketing. A focused direct marketing text, this book marries the academic principles with the practicalities of the commercial world. This book is suitable for final year UG or first year PG students studying Direct Marketing courses or marketing Communications courses.

Features
" Strong pedagogical features, learning objectives, case studies and summaries to make the book easy for students to follow and understand.
" Fully worked case studies to show the student how the theory translates into practice.
" Short case studies to enable lecturers to set seminar exercises based on a taught element.
" Each chapter follows successive elements of the marketing planning process providing a clear framework for the book as a whole.

Contents
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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