02082cam a2200349 a 4500 1663 1663 15575001 OSt 20230621113116.0 090105s2010 njuab b 001 0 eng 2008055856 0136086101 9780136086109 (OCoLC)ocn268788846 DLC DLC BTCTA YDXCP YDX CDX C#P BWX OCLCQ DLC HF5415.126 .S65 2010 658.8/72 22 Spiller, Lisa. Contemporary direct & interactive marketing / Lisa D. Spiller, Martin Baier. Contemporary direct and interactive marketing 2nd ed. Upper Saddle River, N.J. : Prentice Hall, c2010. xxvi, 477 p. : ill., maps ; 24 cm. 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. Direct marketing. Baier, Martin. Spiller, Lisa. Contemporary direct marketing. 7 cbc orignew 1 ecip 20 y-gencatlg lcc GENERAL 0 0 lcc 0 0 LPL LPL 2019-05-15 DONATION 0 HF5415.126 .S65 2010 2017/4692 2019-05-15 00:00:00 4692 2019-05-15 BK