Direct marketing is perhaps the fastest growing area of marketing and new courses at undergraduate, post graduate and professional level have sprung up to reflect this. In Direct and Database Marketing, Alan Tapp has written the first comprehensive student text for this exciting area of study. The book contains many case studies and other examples to bring the subject to life and the final chapter contains an long case study. It should be ideal for students wanting an academic and practical approach to this new and exciting area. The author has both academic and practical experience of direct marketing. He is also course tutor and examiner for the Institute of Direct Marketing Diploma in direct marketing.
- ISBN10 0273957171
- ISBN13 9780273957171
- Publish Date 31 December 1998 (first published 5 March 1998)
- Publish Status Unknown
- Publish Country GB
- Imprint Financial Times Prentice Hall
- Format Paperback
- Language English