Principles of direct, database and digital marketing / (Record no. 23827)

000 -LEADER
fixed length control field 02186nam a22003618a 4500
FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 130802s2014 nyu 000 0 eng
LIBRARY OF CONGRESS CONTROL NUMBER
LC control number 2013029012
INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780273756507
INTERNATIONAL STANDARD BOOK NUMBER
Cancelled/invalid ISBN 9780273756521 (PDF)
INTERNATIONAL STANDARD BOOK NUMBER
Cancelled/invalid ISBN 9780273794806 (eText)
CATALOGING SOURCE
Original cataloging agency DLC
Language of cataloging eng
Transcribing agency DLC
AUTHENTICATION CODE
Authentication code pcc
LIBRARY OF CONGRESS CALL NUMBER
Classification number HF5415.126
Item number .T35 2014
DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.8/72
Edition number 23
SYSTEM CONTROL NUMBER
System control number (IMchF)fol14914430
DATE AND TIME OF LATEST TRANSACTION
control field 20170126100422.0
CONTROL NUMBER
control field 57121
CONTROL NUMBER IDENTIFIER
control field UOWD
MAIN ENTRY--PERSONAL NAME
Personal name Tapp, Alan.
UNIFORM TITLE
Uniform title Principles of direct and database marketing.
TITLE STATEMENT
Title Principles of direct, database and digital marketing /
Statement of responsibility, etc Alan Tapp, Ian Whitten and Matthew Housden.
EDITION STATEMENT
Edition statement 5th ed.
PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc Harlow, England :
Name of publisher, distributor, etc Pearson Education,
Date of publication, distribution, etc c2014.
PROJECTED PUBLICATION DATE
Projected publication date 1310
PHYSICAL DESCRIPTION
Extent xiv, 559 p. ;
Other physical details col. ill. :
Dimensions 25 cm.
SUMMARY, ETC.
Summary, etc 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 today and tomorrow to grow their marketing impact? What role do information and databases have to play in this system? And why do some non-digital means of direct marketing still remain so powerful? Alan Tapp's successful text has long been a leading authority on direct marketing, and for this fifth edition he is joined by Ian Whitten and Matthew Housden for the most up-to-date book yet. The authors all bring great expertise across direct, database and digital marketing to provide comprehensive, compelling coverage of the key theory and debates of the fields. The fifth edition includes comprehensive coverage of all recent developments in digital marketing, including analysis of the seemingly relentless rise of Facebook, Twitter and other forms of social media. It has a range of thoroughly updated case studies covering companies and organisations from sports teams to car manufacturers and non-profits and contains a new chapter on Data Protection legislation and its impact on marketers.
SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Direct marketing.
SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Database marketing.
SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Internet marketing.
ADDED ENTRY--PERSONAL NAME
Personal name Whitten, Ian.
ADDED ENTRY--PERSONAL NAME
Personal name Housden, Matthew.
ADDED ENTRY ELEMENTS (KOHA)
Koha item type REGULAR
Holdings
Lost status Source of classification or shelving scheme Damaged status Not for loan Permanent Location Current Location Shelving location Date acquired Source of acquisition Full call number Barcode Date last seen Cost, replacement price Price effective from Koha item type
        University of Wollongong in Dubai University of Wollongong in Dubai MAIN 2014-05-19 Friendship bookshop 658.872 TA PR T0050516 2017-01-26 460.00 2017-01-26 REGULAR

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