Spiller, Lisa. <br/><br/>
Contemporary direct & interactive marketing / 
 Contemporary direct and interactive marketing 
Lisa D. Spiller, Martin Baier. 
 - 2nd edition. 
 - xxvi, 477 páginas :  ilustraciones, mapas ;  24 cm. 
<br/><br/> Anteriormente publicado como: Contemporary direct marketing. 
<br/><br/>Incluye referencias bibliográficas e índice. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>0136086101 9780136086109 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Mercadotecnia.
<br/><br/><label>LC Class. No.: </label>HF5415.126  / .S65 2010