Direct and Digital Marketing in Practice

Brian Thomas, Matthew Housden

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English

Bloomsbury Business
01 August 2017

Business & management: study & revision guides; E-commerce: business aspects; Sales & marketing

Essential reading for those needing to get to grips with the latest and most powerful techniques available to skilled marketers.

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:

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the new marketing landscape;

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gaining customer insight;

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maximising returns on marketing investment; ·

integrating traditional and digital media;

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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.

By: Brian Thomas, Matthew Housden
Imprint: Bloomsbury Business
Country of Publication: United Kingdom
Edition: 3rd edition
Dimensions: Height: 246mm, Width: 189mm,
Weight: 1.437kg
ISBN: 9781472939098
ISBN 10: 1472939093
Pages: 536
Publication Date: 01 August 2017
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active

Section One: The New Marketing Landscape 1. Direct and Digital Marketing Today 2. The Online Revolution Section Two: Gaining Customer Insight 3. Collecting Customer Information 4. Using Your Information 5. The Marketing Database Section Three: Customer Centric Planning 6. Developing the Strategic Plan 7. Integrated Marketing Communications - Brand Management in the Digital Age 8. Managing the Customer Journey from Acquisition to Relationship Section Four: Integrated Marketing Communications 9. Campaign Planning 10. Planning Offline Media 11. Planning Digital Media 12. Developing Compelling Propositions Section Five: Implementation and Analysis 13. Productive Effective Creative Work 14. The Power of Testing 15. Closing the Loop - Customer Service and Fulfilment Operations 16. Direct and Digital Marketing Matrics 17. Ethics and the Law Appendix 1 Glossary Appendix 2 Weblinks and tools Appendix 3 Reading List Index

Brian Thomas is an Honorary Life Fellow of the Institute of Direct and Digital Marketing (IDM). For many years, he ran IDM Diploma courses in UK, China and Australia. He is a consultant, mentor and interim manager, and a CPD accredited corporate and professional coach. Matthew Housden is a marketing consultant, author, academic and trainer. He has worked in marketing for 25 years, with a client list that includes IBM, Barclays and Microsoft. He is Principal Lecturer in Marketing at the University of Greenwich, and a visiting professor at the Grenoble Graduate School of Business.

Reviews for Direct and Digital Marketing in Practice

Nobody I know understands direct marketing better than Brian Thomas. Not just the theory, but the practice. If you read this book you will too. -- Drayton Bird This book clearly communicates marketing's evolution and current practices, highlighting opportunities and challenges. Each chapter provides broad scope and relevant examples, allowing the reader to achieve a full vision of the critical direct and digital marketing areas from practical perspective. -- Dr Anabel Gutierrez * Principle Lecturer in MSc Digital Marketing at Regent's University London * Direct and Digital Marketing in Practice is a great book which provides insights into how direct and digital marketing brings changes to business practice today. With years of experience in marketing sector, authors shared interesting examples, up-to-date business cases and future trend in direct and digital marketing. -- Dr Yan Sun, Senior Lecturer in London South Bank University