Alan Tapp Books

Principles of Direct and Database Marketing
Principles of Direct and Database Marketing

By Alan Tapp

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This title offers a focussed discussion of direct marketing linking academic theory to the everyday practices in the commercial world.

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If you’ve ever purchased a product online or in a store, you’ve likely come across a barcode. Behind these barcodes lies a standardized system that makes modern commerce possible. Two key codes often encountered are the EAN (European Article Number) and ISBN (International Standard Book Number). But what are they, how are they connected, and why are they so crucial? Let’s explore.

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