Spiller, Lisa. creator Baier, Martin. text bibliography nju Upper Saddle River, N.J Prentice Hall c2010 2010 2nd ed. monographic eng

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xxvi, 477 p. : ill., maps ; 24 cm. 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. Lisa D. Spiller, Martin Baier. Prev. ed. published as: Contemporary direct marketing / Lisa D. Spiller, Martin Baier. c2005. Includes bibliographical references and index. Direct marketing HF5415.126 .S65 2010 658.8/72 Spiller, Lisa. 0136086101 9780136086109 2008055856 DLC 090105 20230621113116.0 15575001