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Contemporary direct marketing

Author: Lisa Spiller; Martin Baier
Publisher: Upper Saddle River, N.J. : Pearson Prentice Hall, ©2005.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

Provides a comprehensive and fresh overview of direct marketing with an emphasis on database marketing, customer relationship marketing, and accountable, response-driven marketing. This book is  Read more...

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Document Type: Book
All Authors / Contributors: Lisa Spiller; Martin Baier
ISBN: 0131017705 9780131017702
OCLC Number: 54065124
Description: xxi, 410 pages : illustrations ; 25 cm
Contents: Ch. 1. Elements of direct marketing --
Ch. 2. Direct marketing lists and segmentation --
Ch. 3. Database-driven direct marketing --
Ch. 4. Planning the offer --
Ch. 5. Creative strategies in direct marketing --
Ch. 6. Direct mail and other print media --
Ch. 7. Broadcast and other electronic media --
Ch. 8. Telemarketing --
Ch. 9. The internet --
Ch. 10. Customer service and fulfillment --
Ch. 11. Direct marketing research : survey and experimentation --
Ch. 12. Regulatory environment : the ethical and legal issues in direct marketing --
Ch. 13. Business-to-business (industrial) direct marketing --
Ch. 14. Direct marketing for nonprofit organizations --
Ch. 15. International direct marketing.
Responsibility: Lisa D. Spiller, Martin Baier.

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"The authors are obviously well versed in direct marketing. Thus, the 'direct marketing' coverage, content, and organization are excellent." -- Barry Langford, Florida Gulf Coast University "The Read more...

 
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