Direct, Digital, and Data-Driven Marketing, Fourth Edition

Digital. Mobile. Social media. The marketing world has been forever changed by these communication channels. They are the latest weapons in the arsenal of the tech-savvy organization. Through them, twenty-first century marketers can establish and nurture customer relationships, communicate with customers one to one, promote and build brands—the same objectives as the old corner grocer. The difference? These interactive mediums are lightning fast, allow for immediate customer response, and p...