Contemporary direct & interactive marketing / Lisa D. Spiller, Martin Baier.
By: Spiller, Lisa
Contributor(s): Baier, Martin | Spiller, Lisa. Contemporary direct marketing
Material type:
Item type | Current location | Call number | Status | Date due | Barcode |
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Centeral Library First floor - Management | 658.872 S.L.C 2005 (Browse shelf) | Available | 11064 |
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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