Contemporary Direct and Interactive Marketing, 2/e (IE-Paperback)

Lisa Spiller

  • 出版商: Pearson Custom Publishing
  • 出版日期: 2009-04-01
  • 售價: $1,400
  • 貴賓價: 9.8$1,372
  • 語言: 英文
  • 頁數: 504
  • 裝訂: Paperback
  • ISBN: 0135093163
  • ISBN-13: 9780135093160

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商品描述

Part One – The Foundations of Direct & Interactive Marketing

  • 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       

  • Chapter 7 – Developing & Utilizing Electronic Media       

  • Chapter 8 – Crafting & Applying Hi-Tech Digital Media       

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