Contemporary Direct & Interactive Marketing / Edition 2

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Overview

Learn to identify a firm’s ideal customer and turn him into a life-long client. The Internet has made personal communication faster than ever, giving advertisers the opportunity to speak directly to their audience like never before. Spiller/Baier combines the theory of direct and interactive marketing with highly practical strategies and examples. Direct and interactive marketing require a focused set of skills for maximum effectiveness, including customer profiling, research and testing, and interactive media planning. Students learn to use the fundamental principles of direct marketing to create hi-tech campaigns using the latest technology. In this newly revised second edition, the text has been updated to reflect the most recent innovations in online advertising and customer interaction. Among these additions are sections on blogging, social networks, and search engine advertising.
The Foundations of Direct & Interactive Marketing (D&IM); Integrated Marketing Communication (IMC): The Message & Media Decisions in Direct & Interactive Marketing; Response, Measurement & Metrics of Direct & Interactive Marketing; Applications & Future Directions of Direct & Interactive Marketing
A career in marketing today increasingly requires direct marketing and online marketing skills. Spiller/Baier prepares students with everything they need in order to plan and execute interactive and direct marketing campaigns using today’s latest technology.
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Product Details

  • ISBN-13: 9780136086109
  • Publisher: Prentice Hall
  • Publication date: 3/13/2009
  • Series: Pearson Custom Business Resources Series
  • Edition description: New Edition
  • Edition number: 2
  • Pages: 504
  • Product dimensions: 7.70 (w) x 9.30 (h) x 3.10 (d)

Table of Contents


Part One – The Foundations of Direct & Interactive Marketing (D&IM)

Chapter 1 – Examining the History & Processes of Direct & Interactive Marketing

Chapter 2 – Building Databases, Selecting Customers & Managing Relationships

Chapter 3 – Developing Lists & Discovering Markets

Chapter 4 – Planning & Creating a Value Proposition

Part Two – Integrated Marketing Communication (IMC): The Message & Media Decisions in Direct & Interactive Marketing

Chapter 5 – Planning & Creating Compelling Message Strategies

Chapter 6 – Designing & Employing Print Media (Direct Mail, Catalogs, Newspapers, Magazines, …)

Chapter 7 – Developing & Utilizing Electronic Media (Television, Radio, Telephone, …)

Chapter 8 – Crafting & Applying Hi-Tech Digital Media (Internet, email, blogs, Ipod, Mobile phone, Search Engines, …)

Part Three – Response, Measurement & Metrics of Direct & Interactive Marketing

Chapter 9 – Fulfilling the Offer & Serving the Customer

Chapter 10 – Conducting Research & Utilizing Tests to Measure Performance

Chapter 11 – Understanding the Industry’s Environmental, Ethical & Legal Issues

Chapter 12 – Exploring & Adapting Direct & Interactive Marketing Strategies Around the World

Chapter 13 – Applying Direct & Interactive Marketing Math and Metrics

Part Four – Applications & Future Directions of Direct & Interactive Marketing

Chapter 14 – Examining Direct & Interactive Marketing Applications in a Variety of Sectors (B2B, Non-profit, Governmental, Political, Sports, …)

Comprehensive Cases -

  • McDonald Garden Center
  • Coldwell Banker Realtors

Appendix A – A Model of a Direct & Interactive Marketing Plan

Appendix B – Careers in Direct & Interactive Marketing

Glossary

Index

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