Contemporary direct & interactive marketing
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River, N.J. :
Prentice Hall ,
c2010
|
| Edition: | 2nd ed |
| Subjects: |
Table of Contents:
- 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.