Pub. Date:
Prentice Hall
Contemporary Direct Marketing / Edition 1

Contemporary Direct Marketing / Edition 1

by Lisa S. Spiller, Martin Baier


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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)

About the Author

Lisa D. Spiller is a professor of marketing in the School of Business of Christopher Newport University in Newport News, Virginia. She has been teaching direct marketing courses to undergraduate business students for 20 years and has recently helped her university pioneer a concentration in direct marketing. Dr. Spiller's marketing students have won the coveted Collegiate Gold ECHO Award from the Direct Marketing Association in 2003 and the Collegiate Silver ECHO Award in 2002. Professor Spiller has received awards for her teaching, including 2003 and 2002 Faculty Advisor Leader Awards from the Direct Marketing Association, a Distinguished Teaching Award in 1997 from the Direct Marketing Educational Foundation, and an Outstanding Teaching Award in 1986 from the University of Missouri-Kansas City. Her research studies, the majority of which have been related to some aspect of direct and database marketing, have been published in numerous journals. She is an active member of several editorial boards, including the Abstract Editorial Board of the Journal of Interactive Marketing, where she has served for the past 10 years. Professor Spiller received her B.S.B.A., and M.B.A. degrees from Gannon University and her Ph.D. from the University of Missouri-Kansas City. Prior to joining academia, Spiller held positions as a marketing director with an international company and account executive with an advertising agency. Through the years, she has served as a marketing consultant to many organizations. Professor Spiller possesses a true passion for teaching and has been a strong advocate of direct marketing education throughout her entire academic career.

Martin Baier has been a direct marketing consultant and educator since retiring in 1987 as executive vice president of the marketing group at Old American Insurance Company. He is founder of the Center for Direct Marketing Education and Research in the Henry Bloch School of Business and Public Administration of the University of Missouri-Kansas City (UMKC), where he served for 25 years as adjunct professor. He has consulted with a variety of organizations now involved in or adopting the discipline of direct marketing.

His education includes an M.A. in Economics (1970), a B.A. in Business Administration (1943), and a B.S. in Economics (1943)-all from UMKC. His Elements of Direct Marketing, the first college textbook on the subject, was published by McGraw-Hill in 1983. A Japanese edition was published by Nikkei in Tokyo in 1985; an international student edition was published in Singapore in 1986. His How to Find and Cultivate Customers Through Direct Marketing was published by NTC Business Books in 1996. Contemporary Database Marketing: Concepts and Applications, co-authored with Kurtis Ruf and Goutam Chakraborty, is an interactive college textbook/CD, published by Racom Books in 2001.

Martin Baier has been affiliated with many professional organizations and listed in Who's Who in Finance and Industry and in Who's Who in Advertising. He has taught direct marketing at many universities and has conducted numerous seminars throughout the United States and in Europe, Australia, New Zealand, and Asia. His presentation of "ZIP Code—New Tool for Marketers" in the January-February/1967 Harvard Business Review, created substantial interest and caused the Kansas City Star to name him the "Father of ZIP Code Marketing."

He was inducted into the Direct Marketing Association Hall of Fame in 1989, number 34 to be so honored. The Direct Marketing Educational Foundation presented him its Ed Mayer Award and the Direct Marketing Insurance Council named him Direct Marketing Insurance Executive of the Year, both in 1983. The Mail Advertising Service Association honored him with its Miles Kimball Award in 1990. The Ed Sisk Award for Direct Marketing Vision was presented to him by the Direct Marketing Association of Washington Educational Foundation in 1994. The Andi Emerson 1995 Award, for contribution of outstanding service to the direct marketing creative community, was awarded by the Direct Marketing Creative Guild and the John Caples Awards Board. In 1995, he was elected International Fellow of The Institute of Direct Marketing (U.K.) in recognition of exceptional services to the profession. The New England Direct Marketing Association honored him with its 1996 Lifetime Achievement Award.

Read an Excerpt

Contemporary Direct Marketing, conceived as a college textbook for a core course in direct marketing, was developed to have practical relevance for those interested in, about to enter, or already involved in direct marketing. It is designed to encourage interactivity and creative discussion both in and out of the classroom.

We two authors have endeavored to combine theory and practice for college students as well as for experienced professionals. Our objective has been to identify and organize the proven principles and correct concepts of direct marketing. Mind-boggling technologies have appeared only recently . . . yet what appears in this text has been evolving long before that among mail-order merchants and users of direct mail.

There was significant innovation in direct marketing tools and techniques during the last half of the twentieth century. Unfortunately, an abundance of overzealous "dot-coms," coupled with what they felt to be unlimited potential of an "e-commerce economy," did not know these proven principles and correct concepts of direct marketing. A host of failures inevitably resulted. From our combined learning (spanning many decades), from our extensive classroom work, and from our on-the-job practical experiences, we have watched direct marketing evolve to what it has become today. Our backgrounds are extensive, yet diverse.

It must be remembered that instruction in direct marketing is an extension of—not an alternative to—basic marketing. The roots of direct marketing, as it emerged as a discipline in its own right, lie in the basic philosophy of the total marketing concept. It interacts with the two other major functions of organizations—finance and production—as well as many related academic disciplines including computer science, quantitative analysis, economics, and the behavioral sciences. These related disciplines are often viewed and sometimes even repeated in this text, but always in the context of direct marketing.

Attributes of direct marketing; distinguishing it from traditional marketing, are these: measurement and accountability along with reliance on lists and databases. As costs have soared, business firms as well as nonprofit organizations of every size have recognized that the efficient use of the elements of direct marketing can be one of the best ways to produce positive results. Most direct marketers are practical, pragmatic people. They do enough things right, but they can improve by measuring what they do against proven theory. Theory guides practice. Understanding "why" is as important as knowing "what" or "how." Virtually everyone uses direct marketing in today's environment.

Today, mounting numbers of both commercial firms and nonprofit organizations are initiating or expanding direct marketing in their operations. These actions can be observed in a broad range that includes big corporations and entrepreneurial companies as well as organizations and associations like educational and health institutions, theater and arts groups, services, financial firms, in fact, all types of enterprises. The effective use of the elements of direct marketing has become one sure means of increasing profits, fundraising contributions, attendance, memberships, or political actions. The explosive growth of direct marketing has made it difficult to find enough people with the skills demanded in the discipline. By gaining the knowledge needed to guide firms and organizations to direct marketing success, trained professionals also boost the chances for their own career advancement. Inevitably, college education in direct marketing has been advancing rapidly.


The total marketing concept serves as a basic philosophy in understanding the elements—concepts and theories—of direct marketing. Tools and techniques relative to these elements are presented in this text as appropriate. Many principles derived from other course work (statistics, for example) are covered, but all are positioned in the context of direct marketing so as to provide completeness and continuity.

Four major sections of the book deal with (1) Basics: an overview of direct marketing; (2) Media: print, broadcast, telecommunications, Internet; (3) Strategies and tactics: fulfillment, research, and regulation; (4) Applications: business-to-business, not-for-profit, and international. Individual chapters within these four major sections deal with such subjects as customer relationship management and the lifetime value of a customer, market segmentation and customer profiling, database development and utilization, research and testing, measurement and accountability, offer creation, benefit-oriented promotion, interactive multimedia planning, and fulfillment strategies. As pedagogical aids to learning, all chapters are summarized. Additionally, key terms, review questions, and challenging exercises appear at the end of each chapter. And, for each chapter there is a case specifically structured to the content of that chapter. These are real-world cases, with real names, facts, and figures. They were developed with the cooperation of the organizations themselves.

All of the material in this book has been classroom tested; most has been field tested. Much of the theory espoused herein has been put into practice by the authors themselves. Although the individual instructor using this text may see fit to rearrange his or her own teaching order, the real-world fact is that decision making in direct marketing must be at the beginning, not the end of the process. Unlike a language or mathematics text, Contemporary Direct Marketing does not progress from the "easy" to the "difficult."

Table of Contents

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


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.


6. Direct Mail and Other Print Media.

7. Broadcast and Other Electronic Media.

8. Telemarketing.

9. The Internet.


10. Customer Service & Fulfillment.

11. Direct Marketing Research: Survey and Experimentation.

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


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

14. Direct Marketing for Nonprofit Organizations.

15. International Direct Marketing.



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