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 textbook “Principles of Direct Database & Digital Marketing 5th Edition” has long been a leading authority on direct marketing, and for this 5th 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 database, direct, and digital marketing to provide compelling, comprehensive coverage of the key theory and debates of the fields. The 5th edition includes comprehensive coverage of all recent developments in digital marketing, including analysis of the seemingly relentless rise of Instagram, Facebook, Twitter and other forms of social media. It has a range of thoroughly updated case studies covering companies and organizations from car manufacturers to sports teams and non-profits and contains a new chapter on Data Protection legislation and its impact on marketers.
About the authors
Alan Tapp is Professor of Marketing at Bristol Business School at the University of the West of England.
Matthew Housden is a principal lecturer and a tutor at the University of Greenwich, and senior consultant with the Institute of Direct and Digital Marketing.
Ian Whitten is a senior lecturer and tutor at the University of Greenwich with almost twenty years of professional direct marketing experience.
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