Direct and Digital Marketing in Practice
eBook - PDF

Direct and Digital Marketing in Practice

  1. 536 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF

Direct and Digital Marketing in Practice

About this book

Essential reading for those needing to get to grips with the latest and most powerful techniques available to skilled marketers. Direct and Digital Marketing in Practice is the essential manual for all managers, marketers and students. Incisive and thorough, the text has been fully updated to reflect the continuing impact and future implications of the Internet on marketing. This new 3rd edition is one of the only comprehensive textbooks written entirely by current practising professionals. It explains in detail the powerful offline and online techniques available to direct marketers today. Direct and Digital Marketing in Practice covers vital issues such as: · the new marketing landscape;
· gaining customer insight;
· maximising returns on marketing investment;
· integrating traditional and digital media;
· campaign planning and budgeting;
· offline and online metrics:
· testing and statistics; and
· developing compelling propositions. Direct and Digital Marketing in Practice is an ideal reference tool, presenting detailed explanations of key concepts with practical examples and case studies. The book ensures that each point is relevant and memorable, and made in a real-world context. Written for managers looking to expand and enhance customer reach, students on MBA courses, and those taking professional qualifications, the book provides an invaluable and up-to-date guide to marketing best theory and practice in our increasingly digital and online age.

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Yes, you can access Direct and Digital Marketing in Practice by Brian Thomas, Matthew Housden in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Bloomsbury Business
Year
2017
Print ISBN
9781472939098
eBook ISBN
9781472939074
Edition
3
Topic
Business
Subtopic
Marketing
Index
Business

Table of contents

  1. FC
  2. Title
  3. Copyright
  4. Contents
  5. Acknowledgements
  6. Section One: The New Marketing Landscape
  7. 1. Direct and Digital Marketing Today
  8. 2. The Online Revolution
  9. Section Two: Gaining Customer Insight
  10. 3. Collecting Customer Information
  11. 4. Using Your Information
  12. 5. The Marketing Database
  13. Section Three: Customer Centric Planning
  14. 6. Developing the Strategic Plan
  15. 7. Integrated Marketing Communications – Brand Management in the Digital Age
  16. 8. Managing the Customer Journey from Acquisition to Relationship
  17. Section Four: Integrated Marketing Communications
  18. 9. Campaign Planning
  19. 10. Planning Offline Media
  20. 11. Planning Digital Media
  21. 12. Developing Compelling Propositions
  22. Section Five: Implementation and analysis
  23. 13. Producing Effective Creative Work
  24. 14. The Power of Testing
  25. 15. Closing the Loop – Customer Service and Fulfilment Operations
  26. 16. Direct and Digital Marketing Metrics
  27. 17. Ethics and the Law
  28. Appendix 1 Glossary
  29. Appendix 2 Weblinks and tools
  30. Appendix 3 Reading List
  31. Index