Principles of Direct Database & Digital Marketing by Alan Tapp, with contributions from Ian Whitten and Matthew Housden, delves into the transformative landscape of digital marketing. As the fifth edition, this book offers a comprehensive guide to understanding how companies can leverage online tools to enhance their marketing strategies. It explores the pivotal role that databases play in today’s marketing systems, while also acknowledging the enduring effectiveness of traditional direct marketing methods.

Published by Pearson Education on March 17, 2014, this updated edition covers all recent advancements in digital marketing, including a detailed analysis of the pervasive growth of social media platforms like Facebook and Twitter. The authors provide a wealth of case studies that span various industries—from sports teams to car manufacturers and non-profit organizations—demonstrating practical applications of direct database and digital marketing principles.

A new chapter focuses on Data Protection legislation, highlighting its significance for marketers in the modern era. With 557 pages of insightful content, this book is an essential resource for professionals and students alike seeking to navigate the complex yet critical world of direct marketing in the digital age.