Contemporary direct & interactive marketing / Lisa D. Spiller, Martin Baier.
Tipo de material:
TextoEditor: Upper Saddle River, N.J. : Prentice Hall, c2010Edición: 2nd editionDescripción: xxvi, 477 páginas : ilustraciones, mapas ; 24 cmTipo de contenido: - texto
- no mediado
- volumen
- 0136086101
- 9780136086109
- Contemporary direct and interactive marketing
- HF5415.126 .S65 2010
| Tipo de ítem | Biblioteca actual | Signatura | Copia número | Estado | Fecha de vencimiento | Código de barras |
|---|---|---|---|---|---|---|
Libro
|
BURRF: FG (PP) | HF5415.126 .S65 2010 | 1 | 1080191759 |
Anteriormente publicado como: Contemporary direct marketing.
Incluye referencias bibliográficas e índice.
Contenido: Contiene: 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.