Preface to the fifth edition
Acknowledgements
Part 1. Introducing direct and digital marketing
Chapter 1. What is direct and digital marketing?
Chapter 2. The database
Part 2. Using direct marketing to analyse the marketing situation
Chapter 3. The customer database: analysis and applications
Chapter 4. Using external databases in direct marketing
Part 3. Setting objectives and strategies within direct marketing
Chapter 5. Direct marketing objectives and strategies
Chapter 6. The strategic influences on direct and digital marketing
Chapter 7. Relationship marketing and CRM
Chapter 8. Digital marketing and the Internet
Chapter 9. Social media
Part 4. Direct marketing implementation and control
Chapter 10. Offers and incentives in direct marketing
Chapter 11. Direct marketing media
Chapter 12. Acquisition media
Chapter 13. Creative practice and consumer behaviour in direct marketing
Chapter 14. Testing, budgeting and research in direct marketing
Chapter 15. Legal impacts on direct, database and digital marketing

*La edición digital no incluye códigos de acceso a material adicional o programas mencionados en el libro.