Includes bibliographical references and index.

Fully updated to reflect the continuing impact and future implications of the Internet on marketing, this new 3rd edition is one of the only comprehensive textbooks written entirely by current practising professionals. It covers vital issues such as: the new marketing landscape, gaining customer insight, integrating traditional and digital media, and campaign planning and budgeting. Direct and Digital Marketing in Practice is an ideal reference tool for both students and marketing professionals, presenting detailed explanations of key concepts with many practical examples and case studies to ensure that each point is relevant and memorable. For managers looking to improve customer reach, or students on marketing or MBA courses, this book will provide you with invaluable and up-to-date guidance on marketing best theory and practice.