Brian Thomas and Matthew Housden Direct and Digital Marketing in Practice 9781472939098

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Автор: Brian Thomas and Matthew Housden
Название: Direct and Digital Marketing in Practice
Перевод названия: Томас Брайен: Прямой и цифровой маркетинг на практике
ISBN: 9781472939098
Издательство: Bloomsbury
Классификация:

Торгово-промышленная деятельность и управление: учебные пособия и руководства по перемотру

Электронная торговля: деловые аспекты

Торговля и маркетинг

ISBN-10: 1472939093
Обложка/Формат: Paperback
Страницы: 536
Вес: 1.44 кг.
Дата издания: 29.06.2017
Язык: English
Издание: 3 revised edition
Размер: 190 x 244 x 30
Читательская аудитория: General (us: trade)
Рейтинг:
Поставляется из: Англии
Описание: Direct and Digital Marketing in Practice is the essential manual for all managers, marketers and students. Incisive and thorough, the text has been 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 explains in detail the powerful offline and online techniques available to direct marketers today. Direct and Digital Marketing in Practice covers vital issues such as: * the new marketing landscape; * gaining customer insight; * maximising returns on marketing investment;* integrating traditional and digital media; * campaign planning and budgeting;* offline and online metrics:* testing and statistics; and* developing compelling propositions. Direct and Digital Marketing in Practice is an ideal reference tool, presenting detailed explanations of key concepts with practical examples and case studies.

The book ensures that each point is relevant and memorable, and made in a real-world context. Written for managers looking to expand and enhance customer reach, students on MBA courses, and those taking professional qualifications, the book provides an invaluable and up-to-date guide to marketing best theory and practice in our increasingly digital and online age.

Direct and Digital Marketing in Practice, Brian Thomas and Matthew Housden