TY  - BOOK
AU  - Spiller,Lisa
AU  - Baier,Martin
AU  - Spiller,Lisa
TI  - Contemporary direct & interactive marketing
SN  - 0136086101
AV  - HF5415.126 .S65 2010
U1  - 658.872 22
PY  - 2010///
CY  - Upper Saddle River, N.J.
PB  - Prentice Hall
KW  - Direct marketing
N1  - 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
ER  -