Principles of direct, database and digital marketing / (Record no. 188407)
[ view plain ]
| 000 -LEADER | |
|---|---|
| fixed length control field | aam a22 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | SPU |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20181016154405.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 180403b xxu||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780273756507 |
| Terms of availability | 1450.00 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | SPU |
| 049 ## - LOCAL HOLDINGS (OCLC) | |
| Holding library | SPU_CHN |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF 5415.126 |
| Item number | T36P 2014 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| 9 (RLIN) | 228638 |
| Personal name | Tapp, Alan |
| 245 ## - TITLE STATEMENT | |
| Title | Principles of direct, database and digital marketing / |
| Statement of responsibility, etc. | Alan Tapp, Ian Whitten & Matthew Housden |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 5 th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Name of publisher, distributor, etc. | Pearson Education, |
| Date of publication, distribution, etc. | 2014 |
| Place of publication, distribution, etc. | New York : |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xiv, 599 p. : |
| Other physical details | ill. ; |
| Dimensions | 25 cm. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Part 1: Introducing direct and digital merketing page 1-2 -- 1.What is direct and digital marketing? page 3-31 -- 2.The database page 32-56 |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Part 2: Using direct marketing to analyse the marketing situation page 57-58 -- 3.The customer database: Analysis and applications page 59-95 -- 4.Using external databases in direct marketing page 96-130 |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Part 3: Setting objectives and strategies within direct marketing page 131-132 -- 5.Direct marketing objectives and strategies page 133-174 -- 6.The strategic influences on direct and digital marketing page 175-227 -- 7.Relationship marketing and CRM page 228-249 -- 8.Digital marketing and the Internet page 250-294 -- 9.Social media page 295-314 |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Part 4: Direct marketing implementation and control page 315-316 -- 10.Offers and incentives in direct marketing page 317-356 -- 11.Direct marketing media page 357-411 -- 12.Acquisition media page 412-454 -- 13.Creative practice and consumer behaviour in direct marketing page 455-495 -- 14.Testing, budgeting and research in direct marketing page 496-525 -- 15.Legal impacts on direct, database and digital marketing page 526-546 |
| 650 00 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| 9 (RLIN) | 38846 |
| Topical term or geographic name entry element | DIRECT MARKETING |
| 650 00 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| 9 (RLIN) | 72851 |
| Topical term or geographic name entry element | DATABASE MARKETING |
| 650 00 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| 9 (RLIN) | 46868 |
| Topical term or geographic name entry element | INTERNET MARKETING |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| 9 (RLIN) | 228639 |
| Personal name | Whitten, lan |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| 9 (RLIN) | 228640 |
| Personal name | Housden, Matthew, Co-author |
| 850 ## - HOLDING INSTITUTION | |
| Holding institution | SPU |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | General Book |
| 998 ## - STAFF NAME (SPU) | |
| ผู้ลงรายการ | ศุภาพิชญ์ 040418 |
| ผู้วิเคราะห์รายการ | ฐาปณีภรณ์ 150318 |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Home library | Current library | Shelving location | Date acquired | Cost, normal purchase price | Full call number | Barcode | Date last seen | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | Available | General Books (ENGLISH) | SPU Library, Chonburi campus | SPU Library, Chonburi campus | Floor 3: General Shelves (FOREIGN LANGUAGE) | 04/04/2018 | 1450.00 | HF 5415.126 T36P 2014 | B008997 | 02/05/2018 | 04/04/2018 | General Book |