Through examples and case studies, this book demonstrates how to adopt the methods, technology and techniques pioneered in direct marketing and apply them in th

"Destined to be the definitive guide to database marketing applications, analytical strategies and test design." - Brian Kurtz, Executive Vice President, Boardr

This market-leading, forward thinking textbook comprehensively addresses the impact of new technologies on the principles and practices of Direct Marketing.

"Alan Tapp is one of the few writers on direct and database marketing who meets the needs of practitioners and students. His experience of working in direct and

Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communi