Contemporary direct and interactive marketing
By: Lisa D. Spiller, Martin Baier
Contributors: Baier, Martin
Edition: 3rd ed.
Publisher: Racom Communications
Published: 2012
Place of publication: Chicago, IL
Language: eng
Number of pages: 466
ISBN-13: 9781933199375
Subjects: Direct marketing
Other titles: Contemporary direct & interactive marketing
Notes: Rev. ed. of: Contemporary direct & interactive marketing. 2nd ed.

Includes bibliographical references and index.
Table of contents: title: Examining the processes and applications of direct and interactive marketing; title: Building databases, rewarding customers, and managing relationships; title: Determining lists and segmenting markets; title: Testing, measuring and analyzing customers and campaigns; title: Planning and creating a value proposition; title: Planning and creating compelling message strategies; title: Designing and employing print; title: Utilizing television, radio and digital video; title: Using mobile, text and telephone for marketing; title: Utilizing current digital and social media; title: Fulfilling the offer and serving the customer; title: Understanding the industry's environmental, ethical, and legal issues; title: Exploring and adapting direct and interactive marketing strategies around the world; title: Applications, examples and careers in direct and interactive marketing.