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 |