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Document Type: | Book |
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All Authors / Contributors: |
Lisa Spiller; Martin Baier |
ISBN: | 9781933199375 1933199377 |
OCLC Number: | 768168793 |
Notes: | Revised edition of: Contemporary direct & interactive marketing. 2nd ed. |
Description: | xxii, 466 pages : illustrations ; 26 cm |
Contents: | Examining the processes and applications of direct and interactive marketing -- Building databases, rewarding customers, and managing relationships -- Determining lists and segmenting markets -- Testing, measuring and analyzing customers and campaigns -- Planning and creating a value proposition -- Planning and creating compelling message strategies -- Designing and employing print -- Utilizing television, radio and digital video -- Using mobile, text and telephone for marketing -- Utilizing current digital and social media -- Fulfilling the offer and serving the customer -- Understanding the industry's environmental, ethical, and legal issues -- Exploring and adapting direct and interactive marketing strategies around the world -- Applications, examples and careers in direct and interactive marketing. |
Other Titles: | Contemporary direct & interactive marketing |
Responsibility: | Lisa D. Spiller, Martin Baier. |
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