Contemporary Direct Marketing / Edition 1 by Lisa S. Spiller, Martin Baier | | 9780131017702 | Hardcover | Barnes & Noble
Contemporary Direct Marketing / Edition 1

Contemporary Direct Marketing / Edition 1

by Lisa S. Spiller, Martin Baier
     
 

ISBN-10: 0131017705

ISBN-13: 9780131017702

Pub. Date: 03/30/2004

Publisher: Prentice Hall

Why Contemporary Direct Marketing?

  • New technologies are pushing forward the use of direct marketing concepts and strategies at warp speed.
  • Mass marketing has given way to one-on-one individualized marketing that is interactive, accountable, and measurable.
  • To be competitive in today's business world, marketers need to be well-versed in database

Overview

Why Contemporary Direct Marketing?

  • New technologies are pushing forward the use of direct marketing concepts and strategies at warp speed.
  • Mass marketing has given way to one-on-one individualized marketing that is interactive, accountable, and measurable.
  • To be competitive in today's business world, marketers need to be well-versed in database marketing, customer relationship marketing, anti accountable, response-driven marketing—all aspects of direct marketing.

Written by recognized leaders, Martin Baler, a member of the "Direct Marketing Hall-of-Fame," and Lisa Spiller, an award-winning direct marketing educator, this textbook provides a comprehensive and fresh overview of direct marketing for today's business world.

Product Details

ISBN-13:
9780131017702
Publisher:
Prentice Hall
Publication date:
03/30/2004
Edition description:
Older Edition
Pages:
432
Product dimensions:
7.41(w) x 9.14(h) x 0.89(d)

Related Subjects

Table of Contents

(NOTE: All chapters conclude with a Summary, Key Terms, Review Questions, Exercises, and a Case study.)

I. THE BASICS OF DIRECT MARKETING.

1. Elements of Direct Marketing.

2. Direct Marketing Lists and Segmentation.

3. Database Driven Direct Marketing.

4. Planning the Offer.

5. Creative Strategies in Direct Marketing.

II. DIRECT MARKETING MEDIA.

6. Direct Mail and Other Print Media.

7. Broadcast and Other Electronic Media.

8. Telemarketing.

9. The Internet.

III. DIRECT MARKETING STRATEGIES AND TACTICS.

10. Customer Service & Fulfillment.

11. Direct Marketing Research: Survey and Experimentation.

12. Regulatory Environment: The Ethical and Legal Issues In Direct Marketing.

IV. DIRECT MARKETING APPLICATIONS.

13. Business-to-Business (Industrial) Direct Marketing.

14. Direct Marketing for Nonprofit Organizations.

15. International Direct Marketing.

Glossary.

Index.

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