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Through examples and case studies, this book demonstrates how to adopt the methods, technology and techniques pioneered in direct marketing and apply them in th
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"Destined to be the definitive guide to database marketing applications, analytical strategies and test design." - Brian Kurtz, Executive Vice President, Boardr
Principles of Direct and Database Marketing
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"Alan Tapp is one of the few writers on direct and database marketing who meets the needs of practitioners and students. His experience of working in direct and
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Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communi
Direct, Digital & Data-Driven Marketing
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In this latest edition of her classic text, Lisa Spiller takes an insightful, in-depth look at contemporary marketing concepts, tactics, and techniques and the