Book description
Direct and Digital Marketing in Practice is a practical manual for all
managers, marketers and students who need to get to grips with the
powerful techniques available to skilled direct marketers. Fully updated
for this new edition to reflect the impact of the Internet on marketing,
this book is the only comprehensive textbook written entirely by
currently practising professionals. It covers vital issues such as: the
new marketing landscape; gaining customer insight; integrating
traditional and digital media; and campaign planning and budgeting.
Matthew Housden is a marketing consultant, author, academic and trainer.
He has worked in marketing for 25 years, in a range of senior positions.
Clients include IBM, Barclays, Barclaycard, the London Business School
and Microsoft. He is also principal lecturer in the marketing group at
the University of Greenwich. Brian Thomas has been in marketing and
management for more than 40 years. He is Course Director for the UK
residential courses for the Institute of Direct Marketing (IDM) Diploma
in Direct & Interactive Marketing. Brian has worked with a wide
variety of clients worldwide, including IBM, Microsoft, American
Express, Legal & General, Save the Children, Help the Aged and
Barnado's.
