Pearson Education; 5th edition (March 17; 2014)
The rise of digital marketing is currently the most important trend in marketing, despite being one of the most unpredictable. How can businesses of today and tomorrow take advantage of the online environment to increase the marketing impact of their products and services? In what ways do information and database storage contribute to the functioning of this system? And what factors contribute to the continued success of some non-digital channels of direct marketing? The successful textbook “Principles of Direct Database & Digital Marketing 5th Edition” written by Alan Tapp has long been recognized as a leading authority on direct marketing. For this 5th edition, Alan Tapp is joined by Ian Whitten and Matthew Housden to produce the book’s most recent version to date. The writers, between them, have a wealth of experience in database marketing, direct marketing, and digital marketing, allowing for engaging and comprehensive examination of the most important ideas and controversies in their respective domains. The fifth edition contains thorough treatment of all current advances in digital marketing. This coverage includes a study of the seemingly unstoppable ascent of social media platforms such as Instagram, Facebook, and Twitter, as well as other types of social media. It has a new chapter on Data Protection legislation and its influence on marketers, as well as a variety of case studies that have been meticulously updated and cover a wide range of corporations and organizations, from automobile manufacturers to sports teams and non-profit organizations.
a few words about the authors
Professor of Marketing at Bristol Business School, University of the West of England Alan Tapp is an expert in the field of marketing.
Matthew Housden is a senior consultant with the Institute of Direct and Digital Marketing in addition to holding the positions of principal lecturer and tutor at the University of Greenwich.
Ian Whitten has approximately twenty years of professional experience in direct marketing, and he currently holds the positions of senior lecturer and teacher at the University of Greenwich.