Product Description

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.

Product Details

• Amazon Sales Rank: #286886 in Books
• Published on: 2004-09-24
• Original language: English
• Binding: Paperback
• 489 pages

From the Back Cover

"Alan Tapp is one of the few writers on direct and database marketing who meets the needs of practitioners and students. His experience of working in direct and database marketing and then of researching and teaching in the area giveshim the ideal basis for this book, which is one of the best guidesavailable on the subject."

Professor Merlin Stone, Business Research Leader, Business Consulting Services, IBM UK Ltd., IBM Professor of Business Transformation, School of Management, University of Surrey

Indispensible to both students and practitioners alike!

Principles of Direct and Database Marketing, 3e

, builds upon the strengths of the 2^nd edition. As direct marketing continues to quickly evolve, Tapp’s book brings the latest trends and developments to the forefront.

"A rich source of insights. Given the growing importance of direct and database marketing to clients' businesses today, Tapp explores a broad spectrum of issues and illustrates them with insightful case studies. Accessible to the newcomer and a welcome reminder for those needing a refresher."

Martin Troughton, Founder and Managing Partner of Harrison Troughton Wunderman

A market leader, Principles of Database Marketing, 3e, offers a focused discussion that links academic theory to the everyday practices in the commercial world.

New features include:

• The latest changes in the world of geodemographics and lifestyle databases and detailed description of new products introduced over the last 5 years (Chapter 4)
• New media coverage, including the Internet and e-mail (Chapter 6) and SMS Texting and interactive TV (Chapter 10)
• Fresh examination of the strategic influences on direct marketing and brand response. Also gets behind the fads, jargon and cliches that characterise much of the relationship marketing writing
• New case studies throughout sourced from award-winning UK based direct marketing agencies.
• Brand new Chapter 14 which includes a fully worked large-scale case study

Alan Tapp is Senior Lecturer at Bristol Business School at the University of West England.

Customer Reviews

Good but needs updating
This is a good guide to the underlying principles of Direct Marketing and it is nicely structured, it builds on each chapter to create a sound understanding. However, with the recent changes in the industry and the shift towards more online DM it is beginning to show its age slightly. Apart from that, very good.

Practitioner Says
I have a Direct Marketing and Promotion company based in Asia. We have customers all over the world and we engage in any aspect of promotion you care to mention, from 1M+ eDM to above and below promotion to events management. This book acts as a bible for our firm - we use it for internal training as well as a means of common ground with our client base. It literally covers everything you would care to know.

Everything that *really* matters is in here - most of all what it takes to build the crucial foundation upon which all promotion and Direct Marketing efforts rest -> Having a prospects database that is correctly formed, targeted and then alerted to the merits of whatever is being promoted.

The most useful and practical feature of this book is how it focuses not on technologies - which can and do evolve quickly - but rather on the aspects of Direct Marketing and Promotion that are timeless...the human experience of convincing someone who doesn't know you to accept your message. As long as humans roam the earth, the essence of our exchange-based economy will remain rooted in the messages contained in this book.