ScholarLens Back to search
1998•Unpublished venueRequires access

Principles of Direct And Database Marketing

Alan Tapp

Open publisher page 53 citations

Abstract

Preface. Acknowledgements. How this book relates to direct marketing planning. PART 1: INTRODUCING DIRECT MARKETING. 1. What is Direct Marketing? 2. The Database PART 2: USING DIRECT MARKETING TO ANALYSE THE MARKETING SITUATION. 3. The Customer Debate: Analysis and Applications 4. Using External Databases in Direct Marketing PART 3: SETTING OBJECTIVES AND STRATEGIES WITHIN DIRECT MARKETING. 5. Direct Marketing Objectives and Strategies 6. The Internet 7. The Strategic Influences on Direct Marketing PART 4: DIRECT MARKETING IMPLEMENTATION AND CONTROL. 8. Offers and Incentives in Direct Marketing 9. Direct Marketing Media 10. Acquisition media 11. Direct Marketing Creative Practice 12. Testing, Budgeting and Research in Direct Marketing 13. Worked Case Study: Daewoo UK Answering Direct Marketing Case Study. Index Index of references.

About this research paper

What this paper is about

Preface. Acknowledgements. How this book relates to direct marketing planning. PART 1: INTRODUCING DIRECT MARKETING. 1. What is Direct Marketing? 2. The Database PART 2: USING DIRECT MARKETING TO ANALYSE THE MARKETING SITUATION. 3. The Customer Debate: Analysis and Applications 4. Using External Databases in Direct Marketing PART 3: SETTING OBJECTIVES AND STRATEGIES WITHIN DIRECT MARKETING. 5. Direct Marketing Objectives and Strategies 6. The Internet 7. The Strategic Influences on Direct Marketing PART 4: DIRECT MARKETING IMPLEMENTATION AND CONTROL. 8. Offers and Incentives in Direct Marketing 9. Direct Marketing Media 10. Acquisition media 11. Direct Marketing Creative Practice 12. Testing, Budgeting and Research in Direct Marketing 13. Worked Case Study: Daewoo UK Answering Direct Marketing Case Study. Index Index of references.

Why it matters

OpenAlex reports 53 citations for this work. Citation counts describe recorded attention and do not establish research quality.

Key contribution

A contribution statement is not available in the OpenAlex record.

Method / approach

Method details are not available in the OpenAlex metadata.

Main findings

Findings are not separately available in the OpenAlex metadata.

Limitations

Limitations are not available in the OpenAlex metadata.

Applications

Application details are not available in the OpenAlex metadata.

Available abstract

Preface. Acknowledgements. How this book relates to direct marketing planning. PART 1: INTRODUCING DIRECT MARKETING. 1. What is Direct Marketing? 2. The Database PART 2: USING DIRECT MARKETING TO ANALYSE THE MARKETING SITUATION. 3. The Customer Debate: Analysis and Applications 4. Using External Databases in Direct Marketing PART 3: SETTING OBJECTIVES AND STRATEGIES WITHIN DIRECT MARKETING. 5. Direct Marketing Objectives and Strategies 6. The Internet 7. The Strategic Influences on Direct Marketing PART 4: DIRECT MARKETING IMPLEMENTATION AND CONTROL. 8. Offers and Incentives in Direct Marketing 9. Direct Marketing Media 10. Acquisition media 11. Direct Marketing Creative Practice 12. Testing, Budgeting and Research in Direct Marketing 13. Worked Case Study: Daewoo UK Answering Direct Marketing Case Study. Index Index of references.

Key concepts: Direct marketing, Marketing management, Marketing research, Digital marketing, Database marketing, Marketing, Return on marketing investment, Marketing strategy

Related papers

Related paper 1Related paper 2Related paper 3
Back to paper searchBrowse research topicsOriginal source
Principles of Direct And Database Marketing — Research Paper | ScholarLens