Contemporary direct & interactive marketing /
Spiller, Lisa.
Contemporary direct & interactive marketing / Contemporary direct and interactive marketing Lisa D. Spiller, Martin Baier. - 2nd ed. - New Delhi Pearson Education c2011. - xxvi, 477 p. : ill., maps ; 24 cm. - Management .
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.
DE
0136086101 9788131730997
2008055856
Direct marketing.
658.872 SPL C. / book
658.872 SPL C. / book
Contemporary direct & interactive marketing / Contemporary direct and interactive marketing Lisa D. Spiller, Martin Baier. - 2nd ed. - New Delhi Pearson Education c2011. - xxvi, 477 p. : ill., maps ; 24 cm. - Management .
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.
DE
0136086101 9788131730997
2008055856
Direct marketing.
658.872 SPL C. / book
658.872 SPL C. / book
