Contemporary direct & interactive marketing /
Spiller, Lisa.
Contemporary direct & interactive marketing / Contemporary direct and interactive marketing Lisa D. Spiller, Martin Baier. - 2nd ed. - Upper Saddle River, N.J. : Prentice Hall, c2010. - xxvi, 477 p. : ill., maps ; 24 cm.
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.
0136086101 9780136086109
2008055856
Direct marketing.
HF5415.126 / .S65 2010
658.872
Contemporary direct & interactive marketing / Contemporary direct and interactive marketing Lisa D. Spiller, Martin Baier. - 2nd ed. - Upper Saddle River, N.J. : Prentice Hall, c2010. - xxvi, 477 p. : ill., maps ; 24 cm.
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.
0136086101 9780136086109
2008055856
Direct marketing.
HF5415.126 / .S65 2010
658.872