Contemporary direct & interactive marketing
Lisa D. Spiller; Martin Baier
| Year of publication: |
c 2010 ; 2. ed., internat. ed.
|
|---|---|
| Authors: | Spiller, Lisa D. ; Baier, Martin |
| Publisher: |
Boston [u.a.] : Pearson |
| Subject: | Direktmarketing | Direct marketing | Theorie | Theory | USA | United States | Kommunikation | Marketingstrategie |
| Description of contents: | Table of Contents [gbv.de] |
| Extent: | XXVI, 477 S. Ill., graph. Darst. |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Lehrbuch ; Textbook |
| Language: | English |
| Notes: | 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. 1001 |
| ISBN: | 0-13-509316-3 ; 0-13-608610-1 ; 978-0-13-509316-0 |
| Classification: | Marketing |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003789146