Description
Book SynopsisIn this latest edition of her classic text, Lisa Spiller takes an insightful, in-depth look at contemporary marketing concepts, tactics, and techniques and the dynamic innovations that continue to drive and shape this multi-faceted, multi-dimensional field.
Direct, Digital, and Data-Driven Marketing recognizes the growth of the various digital formats as the newest interactive channels for conducting modern marketing. But it does not overlook the traditional principles of direct marketing still relevant today. This book examines the field both as it once was and as it is evolving.
With plenty of learning features online resources, the Fifth Edition provides an engaging journey, which will leave any marketing student with a thorough knowledge of how all kinds of businesses manage regular communication with their customer base and target demographic.
Table of ContentsPart 1: Build, Develop, and Measure Direct Marketing Strategies Chapter 1: Processes and Applications of Direct Marketing Chapter 2: Database Marketing and Customer Relationship Management Chapter 3: Lists and Market Segments Chapter 4: Marketing Analytics: Testing and Measurement Part 2: Create and Place Direct Marketing Campaigns Chapter 5: The Offer Chapter 6: Message Strategies Chapter 7: Print Media Chapter 8: Television, Radio, and Digital Video Chapter 9: Mobile, Text, and Telephone Chapter 10: Digital and Social Media Part 3: Serve and Adapt to Customers and Markets Chapter 11: Business-to-Business (B2B) Chapter 12: Fulfillment and Customer Service Chapter 13: Environmental, Ethical, and Legal Issues Chapter 14: International Direct Marketing Part 4: Applications, Examples, and Careers in Direct Marketing Comprehensive Cases Appendices
