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Contemporary direct and interactive marketing

Author: Lisa Spiller; Martin Baier
Publisher: Chicago, IL : Racom Communications, ©2012.
Edition/Format:   Print book : English : 3rd edView all editions and formats

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Document Type: Book
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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