Principles of Direct and Database Marketing

This textbook comprehensively addresses the impact of new technologies on the principles and practices of direct marketing.

New features include:

A new chapter on Web 2.0, reflecting on the internet’s failures and successes, and digital developments looking forward.
Cutting edge, international case study material from Sport England, Volvo, Tesco.com, Tower Hamlets and the charity Personal Action, linking theory to practice.
Major expanded themes in the book include buyer behaviour and empowerment; budgeting; and CRM.
Full, critical discussion of hot topics such as privacy, credit and fraud issues that gets behind the jargon.

About Alan Tapp

Alan Tapp is Professor of Marketing at Bristol Business School at the University of West England.