Contemporary direct & interactive marketing / Lisa D. Spiller, Martin Baier.
Material type:
- 0136086101
- 9780136086109
- Contemporary direct and interactive marketing
- 658.872 22
- HF5415.126 .S65 2010
Item type | Current library | Call number | Status | Date due | Barcode |
---|---|---|---|---|---|
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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.
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