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دانلود کتاب Principles of Direct, Database and Digital Marketing
دانلود کتاب اصول بازاریابی مستقیم، پایگاه داده و دیجیتال
مشخصات کتاب
Principles of Direct, Database and Digital Marketing
ویرایش: 5 نویسندگان: Alan Tapp, Ian Whitten, Matthew Housden سری: ISBN (شابک) : 0273756508, 9780273756507 ناشر: Pearson سال نشر: 2013 تعداد صفحات: 576 زبان: English فرمت فایل : PDF (درصورت درخواست کاربر به PDF، EPUB یا AZW3 تبدیل می شود) حجم فایل: 11 مگابایت
قیمت کتاب (تومان) : 41,000
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توجه داشته باشید کتاب اصول بازاریابی مستقیم، پایگاه داده و دیجیتال نسخه زبان اصلی می باشد و کتاب ترجمه شده به فارسی نمی باشد. وبسایت اینترنشنال لایبرری ارائه دهنده کتاب های زبان اصلی می باشد و هیچ گونه کتاب ترجمه شده یا نوشته شده به فارسی را ارائه نمی دهد.
توضیحاتی در مورد کتاب اصول بازاریابی مستقیم، پایگاه داده و دیجیتال
رشد بازاریابی دیجیتال مهمترین و در عین حال غیرقابل پیش بینی ترین روند بازاریابی امروزی است. چگونه می توان از دنیای آنلاین توسط شرکت های امروز و فردا برای افزایش تاثیر بازاریابی خود استفاده کرد؟ اطلاعات و پایگاه های اطلاعاتی چه نقشی در این سیستم دارند؟ و چرا برخی از ابزارهای غیر دیجیتالی بازاریابی مستقیم هنوز اینقدر قدرتمند باقی مانده اند؟
متن موفق آلن تپ برای مدت طولانی یکی از مقامات پیشرو در بازاریابی مستقیم بوده است، و برای این نسخه پنجم او ایان ویتن و متیو هوسدن برای به‌روزترین کتابی که تاکنون منتشر شده است، همراه است. همگی نویسندگان تخصص زیادی را در بازاریابی مستقیم، پایگاه داده و دیجیتال به ارمغان می‌آورند تا پوشش جامع و متقاعدکننده‌ای از نظریه‌ها و بحث‌های کلیدی این حوزه‌ها ارائه کنند. همه پیشرفت‌های اخیر در بازاریابی دیجیتال، از جمله تجزیه و تحلیل ظهور بی‌امان فیس‌بوک، توییتر و دیگر اشکال رسانه‌های اجتماعی. دارای طیف وسیعی از مطالعات موردی کاملاً به‌روز شده است که شرکت‌ها و سازمان‌ها را از تیم‌های ورزشی گرفته تا تولیدکنندگان خودرو و سازمان‌های غیرانتفاعی را پوشش می‌دهد و حاوی فصل جدیدی درباره قانون حفاظت از داده‌ها و تأثیر آن بر بازاریابان است.
توضیحاتی درمورد کتاب به خارجی
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.
فهرست مطالب
Cover Cover2 Half Title Page Title Page Copyright Page Contents Preface to the fifth edition Acknowledgements Part 1: Introducing direct and digital marketing Chapter 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’ Chapter 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 Chapter 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 Chapter 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 Chapter 5: Direct marketing objectives and strategies Objectives Introduction 5.1: Setting direct marketing objectives 5.2: Creating direct marketing strategies Summary Questions References Case study: Nissan GB Qashqai Launch 2011 TMW and Indicia Case study: Managing acquisition and retention – BK Bank Case study: Coventry City Football Club Appendix 1: Extracts from research carried out with season ticket and ex-season ticket holders, November 1999 Appendix 2: Extracts from research carried out at an open day, June 1999 Appendix 3: The typical fan – research findings Appendix 4: Research carried out from segmentation of supporters study, November 1998 Appendix 5: Casual fans: two types of casuals Appendix 6: The loyalty issue Appendix 7: Groups distinguished by match- day behaviour Chapter 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 Chapter 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 Chapter 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 Chapter 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 Chaptrt 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 Chapter 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: E-mail 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 Chapter 12: Acquisition media Objectives Introduction 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 Chapter 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 Chapter 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 Chapter 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 Index
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