This market-leading, forward thinking textbook comprehensively addresses the impact of new technologies on the principles and practices of Direct Marketing.

"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

"Destined to be the definitive guide to database marketing applications, analytical strategies and test design." - Brian Kurtz, Executive Vice President, Boardr

The growth of digital marketing is the most important yet unpredictable trend in marketing today. How can the online world be harnessed by the companies of toda

Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communi