Principles of Direct Database and Digital Marketing 5th Edition by Alan Tapp, Ian Whitten, Matthew Housden ISBN 978-0273756507 0273756508
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Product details:
ISBN 10: 0273756508
ISBN 13: 978-0273756507
Author: Alan Tapp, Ian Whitten, Matthew Housden
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.
Table of contents:
Part 1 Introducing direct and digital marketing
1 What is direct and digital marketing?
Objectives
Introduction
1.1 What is direct and database marketing?
1.2 Defining direct, digital and database marketing
1.3 Direct marketing in practice
1.4 The historical growth of direct marketing
Summary
Questions
References
Case study: Volvo: from product to consumer-led response marketing
Case study: ‘Rapid Pizza’
2 The database
Objectives
Introduction
2.1 What is a marketing database?
2.2 The data to hold
2.3 Data sources
2.4 Database management issues
2.5 Self-regulation in direct marketing
Summary
Questions
References
Case study: Saco Drive-In
Part 2 Using direct marketing to analyse the marketing situation
3 The customer database: analysis and applications
Objectives
Introduction
3.1 Uses of the database
3.2 Segmentation applications for database marketers
3.3 Analytical techniques
Summary
Questions
References
Case study: Segmentation in action
Case study: Tesco Clubcard
Case study: Training and Enterprise Councils
4 Using external databases in direct marketing
Objectives
Introduction
4.1 Introduction to external databases
4.2 What are external databases used for?
4.3 External databases explained
Summary
Questions
References
Case study: The Salvation Army
Case study: Depaul UK – ‘iHobo’ app
Part 3 Setting objectives and strategies within direct marketing
5 Direct marketing objectives and strategies
Objectives
Introduction
5.1 Setting direct marketing objectives
5.2 Creating direct marketing strategies
6 The strategic influences on direct and digital marketing
Objectives
Introduction
6.1 Influences on direct marketing strategy
6.2 The use of marketing databases in the wider company environment
6.3 Knowledge management
6.4 Delivering direct marketing strategies
6.5 The total product/service
Summary
Questions
References
Case study: Social marketing in action: how direct marketing could be used for social good (Sport England)
Case study: Sony Professional
7 Relationship marketing and CRM
Objectives
Introduction
7.1 Relationship marketing
7.2 Customer relationship management (CRM)
Summary
Questions
References
Case study: Insureco – from direct sales to direct CRM
8 Digital marketing and the Internet
Objectives
Introduction
8.1 What is the Internet?
8.2 The growth of the Internet
8.3 How companies use the Internet
8.4 Distinctive features and benefits of the Internet
8.5 The impact of the Internet on direct and database marketing
Summary
Questions
References
Case study: Dycem Ltd
9 Social media
Objectives
Introduction
9.1 Social media objectives
9.2 How consumers use social media
9.3 How businesses use social media
9.4 Other commercial users of social media
9.5 Geo-location based offers – how businesses COULD use social media
9.6 Measurement and control of social media
9.7 Some social media sites (not mentioned elsewhere so far)
offering great potential for marketers
References
Case study: Where the hell is Matt?
Part 4 Direct marketing implementation and control
10 Offers and incentives in direct marketing
Objectives
Introduction
10.1 Defining offers and incentives
10.2 Using incentives in direct marketing
10.3 Programmes to existing customers
10.4 Programmes of contact to attract new customers
Summary
Questions
References
Case study: Bounty
Case study: Barclaycard Freedom
Case study: ARK Skincare
Case study: Friend get Friend Campaign
11 Direct marketing media
Objectives
Introduction
11.1 The range of media in direct marketing
11.2 Factors affecting media choice
11.3 Discussion of individual media
11.4 The Internet
11.5 Email
11.6 Direct mail
11.7 Mobile marketing
Summary
Questions
References
Case study: Xerox wins gold – how to make direct mail interesting
Case study: Dell
Case study: Pimm turns gold
Case study: Heinz At home
12 Acquisition media
Objectives
Introduction
Co
12.1 National press
12.2 Magazines
12.3 Direct response television
12.4 Interactive television
12.5 Inserts
12.6 Household delivery/door-to-door distribution
12.7 Direct response radio
12.8 New or unusual media
12.9 Combining media to maximise efficiency: the contact strategy
Summary
Questions
References
Case Study: Crocs Mobile Coupon campaign
Case Study: Choosing media – Gillette
13 Creative practice and consumer behaviour in direct marketing
Objectives
Introduction
13.1 Introducing creative practice
13.2 Using creative as a form of research
13.3 The strategic drivers of creative practice
13.4 Creative execution
Summary
Questions
References
Case Study: England and Wales Cricket Board Limited
Case Study: Friends of the Earth
Case Study: Lynx Attract
14 Testing, budgeting and research in direct marketing
Objectives
Introduction
14.1 Testing
14.2 Budgeting for direct marketing programmes
14.3 Market research in direct marketing
Summary
Questions
References
Case Study: The Royal National Lifeboat Institution
Appendix 1: Membership rates and grades
Appendix 2: Headings from previous RNLI creative briefs to its direct marketing agency, Burnett Associates
Appendix 3: List of questions in survey of yacht club members to be carried out within three months of the brief
Reference
15 Legal impacts on direct, database and digital marketing
Please note
Objectives
Introduction
15.1 The Data Protection Act (1998)
15.2 Opt-in versus opt-out
15.3 The use of cookies
15.4 The future of data protection legislation
References
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