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008			150805s2010 njuab f bi 001 0 eng d
020			_a0136086101
020			_a9780136086109
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040			_aMX-SnUAN _bspa _cMX-SnUAN _erda
050	0	0	_aHF5415.126 _b.S65 2010
100	1		_aSpiller, Lisa. _eautor _9216679
245	1	0	_aContemporary direct & interactive marketing / _cLisa D. Spiller, Martin Baier.
246	3		_aContemporary direct and interactive marketing
250			_a2nd edition.
264		1	_aUpper Saddle River, N.J. : _bPrentice Hall, _cc2010.
300			_axxvi, 477 páginas : _bilustraciones, mapas ; _c24 cm.
336			_atexto _btxt _2rdacontent
337			_ano mediado _bn _2rdamedia
338			_avolumen _bnc _2rdacarrier
500			_aAnteriormente publicado como: Contemporary direct marketing.
504			_aIncluye referencias bibliográficas e índice.
505	0		_aContenido: 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.
650		4	_aMercadotecnia. _94033
700	1		_aBaier, Martin. _9216680
700	1		_aSpiller, Lisa. _tContemporary direct marketing. _9216681
942			_c1
999			_c202412 _d202412