Direct and digital marketing in practice /:
'Direct and Digital Marketing in Practice' is a practical manual for all managers, marketers and students who need to get to grips with the powerful techniques available to skilled direct marketers.
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London, UK ; New York, NY :
Bloomsbury Business,
2017.
|
| Ausgabe: | Third edition. |
| Schlagworte: | |
| Online-Zugang: | DE-862 DE-863 |
| Zusammenfassung: | 'Direct and Digital Marketing in Practice' is a practical manual for all managers, marketers and students who need to get to grips with the powerful techniques available to skilled direct marketers. |
| Beschreibung: | 1 online resource |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 9781472939074 1472939077 9781472939081 1472939085 |
Internformat
MARC
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| 100 | 1 | |a Thomas, Brian, |d 1938- |e author. |0 http://id.loc.gov/authorities/names/n98005185 | |
| 245 | 1 | 0 | |a Direct and digital marketing in practice / |c by Brian Thomas and Matthew Housden. |
| 250 | |a Third edition. | ||
| 264 | 1 | |a London, UK ; |a New York, NY : |b Bloomsbury Business, |c 2017. | |
| 264 | 4 | |c ©2017 | |
| 300 | |a 1 online resource | ||
| 336 | |a text |b txt |2 rdacontent | ||
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| 504 | |a Includes bibliographical references and index. | ||
| 588 | 0 | |a Online resource; title from digital title page (viewed on June 12, 2018). | |
| 520 | 8 | |a 'Direct and Digital Marketing in Practice' is a practical manual for all managers, marketers and students who need to get to grips with the powerful techniques available to skilled direct marketers. |b 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. | |
| 505 | 0 | |a Section One: The New Marketing Landscape 1. Direct and Digital Marketing Today 2. The Online RevolutionSection Two: Gaining Customer Insight 3. Collecting Customer Information 4. Using Your Information 5. The Marketing DatabaseSection Three: Customer Centric Planning6. Developing the Strategic Plan7. Integrated Marketing Communications -- Brand Management in the Digital Age8. Managing the Customer Journey from Acquisition to RelationshipSection Four: Integrated Marketing Communications 9. Campaign Planning 10. Planning Offline Media 11. Planning Digital Media 12. Developing Compelling PropositionsSection Five: Implementation and Analysis13. Productive Effective Creative Work14. The Power of Testing 15. Closing the Loop -- Customer Service and Fulfilment Operations 16. Direct and Digital Marketing Matrics 17. Ethics and the Law. | |
| 650 | 0 | |a Direct marketing. |0 http://id.loc.gov/authorities/subjects/sh85038256 | |
| 650 | 0 | |a Internet marketing. |0 http://id.loc.gov/authorities/subjects/sh95005028 | |
| 650 | 6 | |a Marketing direct. | |
| 650 | 6 | |a Marketing sur Internet. | |
| 650 | 7 | |a Business & management: study & revision guides. |2 bicssc | |
| 650 | 7 | |a Business & management. |2 bicssc | |
| 650 | 7 | |a Sales & marketing. |2 bicssc | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Industrial Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management Science. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Organizational Behavior. |2 bisacsh | |
| 650 | 7 | |a Direct marketing |2 fast | |
| 650 | 7 | |a Internet marketing |2 fast | |
| 700 | 1 | |a Housden, Matthew, |e author. | |
| 758 | |i has work: |a Direct and digital marketing in practice (Text) |1 https://id.oclc.org/worldcat/entity/E39PCH7VyP9HdmpYBCkMgbchQC |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Thomas, Brian, 1938- |t Direct and digital marketing in practice. |b Third edition. |d London ; New York, NY : Bloomsbury Business, 2017 |z 9781472939098 |w (DLC) 2016054422 |
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Datensatz im Suchindex
| DE-BY-FWS_katkey | ZDB-4-EBU-ocn976406268 |
|---|---|
| _version_ | 1826942437534203904 |
| adam_text | |
| any_adam_object | |
| author | Thomas, Brian, 1938- Housden, Matthew |
| author_GND | http://id.loc.gov/authorities/names/n98005185 |
| author_facet | Thomas, Brian, 1938- Housden, Matthew |
| author_role | aut aut |
| author_sort | Thomas, Brian, 1938- |
| author_variant | b t bt m h mh |
| building | Verbundindex |
| bvnumber | localFWS |
| callnumber-first | H - Social Science |
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| callnumber-raw | HF5415.126 .T46 2017 |
| callnumber-search | HF5415.126 .T46 2017 |
| callnumber-sort | HF 45415.126 T46 42017 |
| callnumber-subject | HF - Commerce |
| collection | ZDB-4-EBU |
| contents | Section One: The New Marketing Landscape 1. Direct and Digital Marketing Today 2. The Online RevolutionSection Two: Gaining Customer Insight 3. Collecting Customer Information 4. Using Your Information 5. The Marketing DatabaseSection Three: Customer Centric Planning6. Developing the Strategic Plan7. Integrated Marketing Communications -- Brand Management in the Digital Age8. Managing the Customer Journey from Acquisition to RelationshipSection Four: Integrated Marketing Communications 9. Campaign Planning 10. Planning Offline Media 11. Planning Digital Media 12. Developing Compelling PropositionsSection Five: Implementation and Analysis13. Productive Effective Creative Work14. The Power of Testing 15. Closing the Loop -- Customer Service and Fulfilment Operations 16. Direct and Digital Marketing Matrics 17. Ethics and the Law. |
| ctrlnum | (OCoLC)976406268 |
| dewey-full | 658.8/72 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/72 |
| dewey-search | 658.8/72 |
| dewey-sort | 3658.8 272 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | Third edition. |
| format | Electronic eBook |
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| illustrated | Not Illustrated |
| indexdate | 2025-03-18T14:28:00Z |
| institution | BVB |
| isbn | 9781472939074 1472939077 9781472939081 1472939085 |
| language | English |
| lccn | 2017012620 |
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| publisher | Bloomsbury Business, |
| record_format | marc |
| spelling | Thomas, Brian, 1938- author. http://id.loc.gov/authorities/names/n98005185 Direct and digital marketing in practice / by Brian Thomas and Matthew Housden. Third edition. London, UK ; New York, NY : Bloomsbury Business, 2017. ©2017 1 online resource text txt rdacontent computer n rdamedia online resource nc rdacarrier Includes bibliographical references and index. Online resource; title from digital title page (viewed on June 12, 2018). 'Direct and Digital Marketing in Practice' is a practical manual for all managers, marketers and students who need to get to grips with the powerful techniques available to skilled direct 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. Section One: The New Marketing Landscape 1. Direct and Digital Marketing Today 2. The Online RevolutionSection Two: Gaining Customer Insight 3. Collecting Customer Information 4. Using Your Information 5. The Marketing DatabaseSection Three: Customer Centric Planning6. Developing the Strategic Plan7. Integrated Marketing Communications -- Brand Management in the Digital Age8. Managing the Customer Journey from Acquisition to RelationshipSection Four: Integrated Marketing Communications 9. Campaign Planning 10. Planning Offline Media 11. Planning Digital Media 12. Developing Compelling PropositionsSection Five: Implementation and Analysis13. Productive Effective Creative Work14. The Power of Testing 15. Closing the Loop -- Customer Service and Fulfilment Operations 16. Direct and Digital Marketing Matrics 17. Ethics and the Law. Direct marketing. http://id.loc.gov/authorities/subjects/sh85038256 Internet marketing. http://id.loc.gov/authorities/subjects/sh95005028 Marketing direct. Marketing sur Internet. Business & management: study & revision guides. bicssc Business & management. bicssc Sales & marketing. bicssc BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Direct marketing fast Internet marketing fast Housden, Matthew, author. has work: Direct and digital marketing in practice (Text) https://id.oclc.org/worldcat/entity/E39PCH7VyP9HdmpYBCkMgbchQC https://id.oclc.org/worldcat/ontology/hasWork Print version: Thomas, Brian, 1938- Direct and digital marketing in practice. Third edition. London ; New York, NY : Bloomsbury Business, 2017 9781472939098 (DLC) 2016054422 |
| spellingShingle | Thomas, Brian, 1938- Housden, Matthew Direct and digital marketing in practice / Section One: The New Marketing Landscape 1. Direct and Digital Marketing Today 2. The Online RevolutionSection Two: Gaining Customer Insight 3. Collecting Customer Information 4. Using Your Information 5. The Marketing DatabaseSection Three: Customer Centric Planning6. Developing the Strategic Plan7. Integrated Marketing Communications -- Brand Management in the Digital Age8. Managing the Customer Journey from Acquisition to RelationshipSection Four: Integrated Marketing Communications 9. Campaign Planning 10. Planning Offline Media 11. Planning Digital Media 12. Developing Compelling PropositionsSection Five: Implementation and Analysis13. Productive Effective Creative Work14. The Power of Testing 15. Closing the Loop -- Customer Service and Fulfilment Operations 16. Direct and Digital Marketing Matrics 17. Ethics and the Law. Direct marketing. http://id.loc.gov/authorities/subjects/sh85038256 Internet marketing. http://id.loc.gov/authorities/subjects/sh95005028 Marketing direct. Marketing sur Internet. Business & management: study & revision guides. bicssc Business & management. bicssc Sales & marketing. bicssc BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Direct marketing fast Internet marketing fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85038256 http://id.loc.gov/authorities/subjects/sh95005028 |
| title | Direct and digital marketing in practice / |
| title_auth | Direct and digital marketing in practice / |
| title_exact_search | Direct and digital marketing in practice / |
| title_full | Direct and digital marketing in practice / by Brian Thomas and Matthew Housden. |
| title_fullStr | Direct and digital marketing in practice / by Brian Thomas and Matthew Housden. |
| title_full_unstemmed | Direct and digital marketing in practice / by Brian Thomas and Matthew Housden. |
| title_short | Direct and digital marketing in practice / |
| title_sort | direct and digital marketing in practice |
| topic | Direct marketing. http://id.loc.gov/authorities/subjects/sh85038256 Internet marketing. http://id.loc.gov/authorities/subjects/sh95005028 Marketing direct. Marketing sur Internet. Business & management: study & revision guides. bicssc Business & management. bicssc Sales & marketing. bicssc BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Direct marketing fast Internet marketing fast |
| topic_facet | Direct marketing. Internet marketing. Marketing direct. Marketing sur Internet. Business & management: study & revision guides. Business & management. Sales & marketing. BUSINESS & ECONOMICS Industrial Management. BUSINESS & ECONOMICS Management. BUSINESS & ECONOMICS Management Science. BUSINESS & ECONOMICS Organizational Behavior. Direct marketing Internet marketing |
| work_keys_str_mv | AT thomasbrian directanddigitalmarketinginpractice AT housdenmatthew directanddigitalmarketinginpractice |