Contemporary direct & interactive marketing / Lisa D. Spiller, Martin Baier.
Material type:
TextSeries: ManagementPublication details: New Delhi Pearson Education c2011.Edition: 2nd edDescription: xxvi, 477 p. : ill., maps ; 24 cmISBN: - 0136086101
- 9788131730997
- Contemporary direct and interactive marketing
- 658.872 SPL C. 22 book
- 658.872 SPL C. book
| Item type | Current library | Call number | Status | Notes | Date due | Barcode | Item holds | |
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Suresh Gyan Vihar University Library | 658.872 SPL C. (Browse shelf(Opens below)) | Available | DE | J220 |
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| 658.872 JOP E E commerce: An Indian Perspective | 658.872 LAK E. E-commerce : business, technology, society | 658.872 SAS E E-marketing | 658.872 SPL C. Contemporary direct & interactive marketing / | 658.872 STJ E E Marketing | 658.872 TAA P Principles of Direct and Database Marketing | 658.89025 KUM O Organisational Changes and Intervention Strategies |
Prev. ed. published as: Contemporary direct marketing / Lisa D. Spiller, Martin Baier. c2005.
Includes bibliographical references and index.
Examining the history and processes of direct and interactive marketing -- Building databases, selecting customers, and managing relationships -- Developing lists and discovering markets -- Planning and creating a value proposition : the offer -- Planning and creating compelling message strategies -- Designing and employing print -- Developing and utilizing electronic media -- Crafting and applying high-tech digital media -- Fulfilling the offer and serving the customer -- Conducting research and utilizing tests to measure performance -- Understanding the industry's environmental, ethical, and legal issues -- Exploring and adapting direct and interactive marketing strategies around the world -- Applying direct and interactive marketing math and metrics -- Examining direct and interactive marketing applications in a variety of sectors.
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