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Direct and digital marketing in practice / by Brian Thomas and Matthew Housden.

By: Thomas, Brian, 1938-.
Contributor(s): Housden, Matthew.
Material type: materialTypeLabelBookCall no.: HF5415.126 .T46 2017Publication: London : Bloomsbury Business, 2017Edition: 3rd ed.Description: 526 p. : ill.ISBN: 9781472939098 (pbk.); 1472939093 (pbk.).Subject(s): Direct marketing | Internet marketing
Contents:
Section One: The New Marketing Landscape -- 1. Direct and Digital Marketing Today -- 2. The Online Revolution -- Section Two: Gaining Customer Insight -- 3. Collecting Customer Information -- 4. Using Your Information -- 5. The Marketing Database -- Section Three: Customer Centric Planning -- 6. Developing the Strategic Plan -- 7. Integrated Marketing Communications - Brand Management in the Digital Age -- 8. Managing the Customer Journey from Acquisition to Relationship -- Section Four: Integrated Marketing Communications -- 9. Campaign Planning -- 10. Planning Offline Media -- 11. Planning Digital Media -- 12. Developing Compelling Propositions -- Section Five: Implementation and Analysis -- 13. Productive Effective Creative Work -- 14. The Power of Testing -- 15. Closing the Loop - Customer Service and Fulfilment Operations -- 16. Direct and Digital Marketing Matrics -- 17. Ethics and the Law -- Appendix 1 Glossary -- Appendix 2 Weblinks and tools -- Appendix 3 Reading List -- Index.
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Book Book Professor Sangvian Indaravijaya Library
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General Books HF5415.126 .T46 2017 (See Similar Items) Available 31379008604887

วส 364

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Includes bibliographical references and index.

Section One: The New Marketing Landscape -- 1. Direct and Digital Marketing Today -- 2. The Online Revolution -- Section Two: Gaining Customer Insight -- 3. Collecting Customer Information -- 4. Using Your Information -- 5. The Marketing Database -- Section Three: Customer Centric Planning -- 6. Developing the Strategic Plan -- 7. Integrated Marketing Communications - Brand Management in the Digital Age -- 8. Managing the Customer Journey from Acquisition to Relationship -- Section Four: Integrated Marketing Communications -- 9. Campaign Planning -- 10. Planning Offline Media -- 11. Planning Digital Media -- 12. Developing Compelling Propositions -- Section Five: Implementation and Analysis -- 13. Productive Effective Creative Work -- 14. The Power of Testing -- 15. Closing the Loop - Customer Service and Fulfilment Operations -- 16. Direct and Digital Marketing Matrics -- 17. Ethics and the Law -- Appendix 1 Glossary -- Appendix 2 Weblinks and tools -- Appendix 3 Reading List -- Index.

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