Contemporary direct & interactive marketing
By: Lisa D. Spiller, Martin Baier.
Contributors: Baier, Martin.
Edition: 2nd ed.
Publisher: Prentice Hall
Published: 2010
Place of publication: Upper Saddle River, N.J
Language: eng
Subjects: Direct marketing
Other titles: Contemporary direct and interactive marketing
Table of contents: title: Examining the history and processes of direct and interactive marketing; title: Building databases, selecting customers, and managing relationships; title: Developing lists and discovering markets; title: Planning and creating a value proposition : the offer; title: Planning and creating compelling message strategies; title: Designing and employing print; title: Developing and utilizing electronic media; title: Crafting and applying high-tech digital media; title: Fulfilling the offer and serving the customer; title: Conducting research and utilizing tests to measure performance; title: Understanding the industry's environmental, ethical, and legal issues; title: Exploring and adapting direct and interactive marketing strategies around the world; title: Applying direct and interactive marketing math and metrics; title: Examining direct and interactive marketing applications in a variety of sectors.