Spiller, Lisa. <br/><br/>
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 .
<br/><br/> Prev. ed. published as: Contemporary direct marketing / Lisa D. Spiller, Martin Baier. c2005. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/> DE 
<br/><br/><label>ISBN: </label>0136086101 9788131730997 
<br/><br/><label>LCCN: </label>2008055856 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Direct marketing.
<br/><br/><label>LC Class. No.: </label>658.872 SPL C.  / book 
<br/><br/><label>Dewey Class. No.: </label>658.872 SPL C.  / book