# Principles of Direct and Database Marketing

- Link: https://fundraising.co.uk/books/principles-direct-database-marketing/
- Published: 2008-12-05T09:31:00+00:00
- Author: Howard Lake

**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.