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0000067783 |
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20200803093000.0 |
| 008 |
100721s2010 nju eng |
| 020 |
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|a 0136086101 (hbk.)
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| 020 |
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|a 9780136086109 (hbk.)
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| 090 |
0 |
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|a HF5415.126
|b .S65 2010
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| 100 |
1 |
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|a Spiller, Lisa ,
|e author
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| 245 |
1 |
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|a Contemporary direct & interactive marketing
|c Lisa D. Spiller, Martin Baier
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| 250 |
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|a 2nd ed
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| 260 |
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|a Upper Saddle River, N.J. :
|b Prentice Hall ,
|c c2010
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| 300 |
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|a xxvi, 477 p. :
|b ill., maps ;
|c 24 cm.
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| 504 |
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|a Includes bibliographical references and index
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| 505 |
0 |
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|a 1.Examining the history and processes of direct and interactive marketing -- 2.Building databases, selecting customers, and managing relationships -- 3. Developing lists and discovering markets -- 4. Planning and creating a value proposition : the offer? -- 5. Planning and creating compelling message strategies -- 6. Designing and employing print -- 7. Developing and utilizing electronic media -- 8. Crafting and applying high-tech digital media -- 9. Fulfilling the offer and serving the customer -- 10. Conducting research and utilizing tests to measure performance -- 11. Understanding the industry?s environmental, ethical, and legal issues -- 12. Exploring and adapting direct and interactive marketing strategies around the world -- 13. Applying direct and interactive marketing math and metrics -- 14. Examining direct and interactive marketing applications in a variety of sectors.
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| 650 |
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|a Direct marketing
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| 700 |
1 |
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|a Baier, Martin ,
|e author
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| 700 |
1 |
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|a Spiller, Lisa ,
|e author
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| 999 |
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|a 1000135180
|b Book
|c OPEN SHELF (30 DAYS)
|e Gong Badak Campus
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