Principles of Direct Database & Digital Marketing (5th Edition) – eTextBook

The field of marketing has experienced significant transformation over the years, and the most notable change in recent years has been the rise of digital marketing. Companies today seek ways to harness the internet’s power to enhance their market impact. This transformation, however, raises several questions, such as what role do databases play in this system and why do traditional forms of direct marketing remain relevant today? With “Principles of Direct Database & Digital Marketing 5th Edition“, Alan Tapp cements his position as a leading authority in direct marketing. For the fifth edition, Tapp seeks the most updated knowledge on the topic, with Ian Whitten and Matthew Housden joining him as co-authors. The authors offer comprehensive coverage of the primary theory and discussions in digital, direct, and database marketing. The fifth edition also features extensive coverage on digital marketing, discussing the prevailing dominance of social media platforms like Instagram, Facebook, and Twitter. Additionally, it includes updated case studies featuring sports teams, non-profits, car manufacturers, and other organizations. Another highlight is a new chapter on data protection laws and its impact on marketers.
About the authors
Alan Tapp is a recognized authority in direct marketing, holding the position of Professor of Marketing at Bristol Business School, University of the West of England. Matthew Housden is a principal lecturer and tutor at the University of Greenwich, and a senior consultant with the Institute of Direct and Digital Marketing. Ian Whitten, a senior lecturer and tutor at the University of Greenwich, boasts almost twenty years of direct marketing experience.
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