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Contemporary direct & interactive marketing / Lisa D. Spiller, Martin Baier.

By: Spiller, LisaContributor(s): Baier, Martin | Spiller, Lisa. Contemporary direct marketingMaterial type: TextTextPublication 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
Contents:
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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Holdings
Item type Current library Call number Status Date due Barcode
Books 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.

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