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Contemporary Direct Marketing

Contemporary Direct Marketing - 05 edition

ISBN13: 978-0131017702

Cover of Contemporary Direct Marketing 05 (ISBN 978-0131017702)
ISBN13: 978-0131017702
ISBN10: 0131017705
Cover type:
Edition/Copyright: 05
Publisher: Prentice Hall, Inc.
Published: 2005
International: No

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Contemporary Direct Marketing - 05 edition

ISBN13: 978-0131017702

Lisa Spiller and Martin Baier

ISBN13: 978-0131017702
ISBN10: 0131017705
Cover type:
Edition/Copyright: 05
Publisher: Prentice Hall, Inc.

Published: 2005
International: No
Summary

For courses in Direct, Database, and Interactive Marketing.

Written by recognized leaders, Martin Baier, a member of the "Direct Marketing Hall-of-Fame" and, Lisa Spiller, an award-winning direct marketing educator, this new textbook provides a comprehensive and fresh overview of direct marketing with an emphasis on database marketing, customer relationship marketing, and accountable, response-driven marketing. The field of direct marketing has been transformed by new technologies; this book addresses that plus helps students learn by doing via hands-on exercises, cases, and applications.

Features

  • Accomplished authors--A member of the "Direct Marketing Hall-of-Fame," and an award-winning direct marketing professor/educator.
    • Presents students and instructors with a text written by leaders in the field who know direct marketing and how to teach it--and about student learning.
  • State-of-the-art textbook--Covers the information that customers and businesses utilize right now.
    • Keeps students "ahead of the curve," with relevant and directly applicable content that reflects reality marketplace changes.
  • Unique, comprehensive coverage--Not found in other texts.
    • Provides students with complete discussions of all important direct marketing topics. Eliminates the need for instructors to spend extra preparation time researching information to augment their text, and can be easily manipulated and used to suit a particular teaching style.
  • A wide variety of "hot" topics--i.e., legal issues; non-profit organizations; business-to-business applications; customer service and fulfillment; and creative and quantitative issues.
    • Gives students an invaluable book they will want to read and keep on hand for use in their careers.
  • Many real-life examples and applications throughout.
    • Enables students to relate to text material, keeps them interested in the course, and motivates them for a successful marketing career.
  • Numerous hands-on exercises for students--Promotes oral and written communication and creative thinking skills.
    • Allows students to learn by doing, makes the process fun, and stimulates "out-of-the-box" thinking.

Table of Contents

I. THE BASICS OF DIRECT MARKETING.

1. Elements of Direct Marketing.
2. Direct Marketing Lists and Segmentation.
3. Database Driven Direct Marketing.
4. Planning the Offer.
5. Strategies in Direct Marketing.

II. DIRECT MARKETING MEDIA.

6. Direct Mail and Other Print Media.
7. Broadcast and Other Electronic Media.
8. Telemarketing.
9. The Internet.

III. DIRECT MARKETING STRATEGIES AND TACTICS.

10. Customer Service & Fulfillment.
11. Direct Marketing Research and Testing.
12. Regulatory Environment: The Ethical and Legal Issues In Direct Marketing.

IV. DIRECT MARKETING APPLICATIONS.

13. Business-to-Business Industrial Direct Marketing.
14. Direct Marketing for Nonprofit Organizations.
15. International Direct Marketing.

Glossary.
Index.

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