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Book Synopsis : 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:- the new marketing landscape; - gaining customer insight; - maximising returns on marketing investment;- integrating traditional and digital media; - 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 .

 

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