Contemporary direct & interactive marketing / Lisa D. Spiller, Martin Baier.Material type: TextPublication details: Upper Saddle River, N.J. : Prentice Hall, c2010Edition: 2nd edDescription: xxvi, 477 p. : ill., maps ; 24 cmISBN: 0136086101; 9780136086109Other title: Contemporary direct and interactive marketingSubject(s): Direct marketingDDC classification: 658.872 LOC classification: HF5415.126 | .S65 2010
|Item type||Current library||Call number||Status||Date due||Barcode|
|Books||Centeral Library First floor - Management||658.872 S.L.C 2005 (Browse shelf (Opens below))||Available||11064|
Prev. ed. published as: Contemporary direct marketing / Lisa D. Spiller, Martin Baier. c2005.
Includes bibliographical references and index.
Examining the history and processes of direct and interactive marketing -- Building databases, selecting customers, and managing relationships -- Developing lists and discovering markets -- Planning and creating a value proposition : the offer -- Planning and creating compelling message strategies -- Designing and employing print -- Developing and utilizing electronic media -- Crafting and applying high-tech digital media -- Fulfilling the offer and serving the customer -- Conducting research and utilizing tests to measure performance -- Understanding the industry's environmental, ethical, and legal issues -- Exploring and adapting direct and interactive marketing strategies around the world -- Applying direct and interactive marketing math and metrics -- Examining direct and interactive marketing applications in a variety of sectors.