Direct and Digital Marketing in Practice / Edition 2

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New and updated, this practical manual is the most comprehensive resource for understanding the playing field in direct and digital marketing for industry professionals and is now required reading for student accreditation by the Institute of Direct Marketing.

Topics covered include the new marketing landscape, gaining customer insight, planning and budgeting for maximum returban on investment, the impact of the Internet on marketing strategy and how to integrate your traditional and digital media campaigns. This essential guide features detailed explanations of key concepts and many practical examples to illustrate how to implement best practices and take advantage of highly enhanced direct marketing reporting data.

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Product Details

  • ISBN-13: 9781408127520
  • Publisher: A&C Black Publishers, Ltd.
  • Publication date: 7/15/2011
  • Edition number: 2
  • Pages: 352
  • Product dimensions: 7.40 (w) x 9.60 (h) x 1.00 (d)

Meet the Author

Matthew Housden is a marketing consultant, author, academic and trainer. He has worked in marketing for 25 years, in a range of senior positions. Clients include IBM, Barclays, Barclaycard, the London Business School and Microsoft. He is also principal lecturer in the marketing group at the University of Greenwich.

Brian Thomas has been in marketing and management for more than 40 years. He is Course Director for the UK residential courses for the Institute of Direct Marketing (IDM) Diploma in Direct & Interactive Marketing. Brian has worked with a wide variety of clients worldwide, including IBM, Microsoft, American Express, Legal & General, Save the Children, Help the Aged and Barnado’s.

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