Direct and Digital Marketing in Practice

This book is the only comprehensive textbook written entirely by currently practising professionals. Now in its second edition, it has been fully updated to reflect the impact of the internet on marketing. It is an accessible guide to best practice in direct and digital marketing. Topics include: the new marketing landscape, gaining customer insight, integrating traditional and digital media, and campaign planning and budgeting. It also features a chapter by Derek Holden, Founder and Managing Director of the UK Institute of Direct Marketing.