Contemporary Direct & Interactive Marketing
United States Edition
2nd Edition
Published on 9. April 2009
Book
Hardback
504 pages
978-0-13-608610-9 (ISBN)
Description
For courses in direct and interactive marketing.
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 requires 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.
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 requires 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.
More details
Edition
2nd edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
College/higher education
Dimensions
Height: 195 mm
Width: 239 mm
Thickness: 22 mm
Weight
925 gr
ISBN-13
978-0-13-608610-9 (9780136086109)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
04/2009
2nd Edition
Pearson
€117.60
Article is exhausted; no reprint
Previous edition
Lisa S. Spiller | Martin Baier
Contemporary Direct Marketing
Book
06/2004
Pearson
€58.17
Article exhausted; check for reprint
Content
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
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