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The growth of digital marketing is the most important yet unpredictable trend in marketing today. How can the online world be harnessed by the companies of toda
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"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
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Direct, Digital & Data-Driven Marketing
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In this latest edition of her classic text, Lisa Spiller takes an insightful, in-depth look at contemporary marketing concepts, tactics, and techniques and the
Principles of Direct and Database Marketing
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This market-leading, forward thinking textbook comprehensively addresses the impact of new technologies on the principles and practices of Direct Marketing.