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Contemporary direct & interactive marketing / Lisa D. Spiller, Martin Baier.

By: By: Material type: TextTextPublication details: Upper Saddle River, N.J. :: Prentice Hall,, 2005Edition: 2nd edDescription: xxvi, 477 p. : ill., maps ; 24 cmISBN:
  • 0136086101
  • 9780136086109
Other title:
  • Contemporary direct and interactive marketing
Subject(s): DDC classification:
  • 658.8/72 22
LOC classification:
  • HF5415.126 .S65 2010
Contents:
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.
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Holdings
Item type Current library Call number Status Date due Barcode Item holds
Reference Book Reference Book Alliance School of Business 658.872 SPI (Browse shelf(Opens below)) Not for loan A19255
Total holds: 0

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.

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