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

By: Contributor(s): Material type: TextPublication details: Upper Saddle River, N.J. : Prentice Hall, 2004Edition: 2nd edDescription: xxvi, 410 p. : ill., maps ; 24 cmISBN:
  • 9780131017702
Other title:
  • Contemporary direct and interactive marketing
Subject(s): DDC classification:
  • 658.8/72 22
LOC classification:
  • HF5415.126 .S65 2004
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.
Item type: Book
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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Nairobi Campus General Circulation Non-fiction HF5415.126 .S65 2004 (Browse shelf(Opens below)) Available 051742
Total holds: 0

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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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