CONTEMPORARY DIRECT & INTERACTIVE MARKETING 2E
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Learn to identify a firm’s ideal customer and turn him into a life-long client. The Internet has made personal communication faster than ever, giving advertisers the opportunity to speak directly to their audience like never before.
Spiller/Baier combines the theory of direct and interactive marketing with highly practical strategies and examples. Direct and interactive marketing requires a focused set of skills for maximum effectiveness, including customer profiling, research and testing, and interactive media planning. Students learn to use the fundamental principles of direct marketing to create hi-tech campaigns using the latest technology.
In this newly revised second edition, the text has been updated to reflect the most recent innovations in online advertising and customer interaction. Among these additions are sections on blogging, social networks, and search engine advertising.
目次
Part One – The Foundations of Direct & Interactive Marketing
Chapter 1 – Examining the History & Processes of Direct & Interactive Marketing
Chapter 2 – Building Databases, Selecting Customers & Managing Relationships
Chapter 3 – Developing Lists & Discovering Markets
Chapter 4 – Planning & Creating a Value Proposition
Part Two – Integrated Marketing Communication (IMC): The Message & Media Decisions in Direct & Interactive Marketing
Chapter 5 – Planning & Creating Compelling Message Strategies
Chapter 6 – Designing & Employing Print
Chapter 7 – Developing & Utilizing Electronic Media
Chapter 8 – Crafting & Applying Hi-Tech Digital Media
Part Three – Response, Measurement & Metrics of Direct & Interactive Marketing
Chapter 9 – Fulfilling the Offer & Serving the Customer
Chapter 10 – Conducting Research & Utilizing Tests to Measure Performance
Chapter 11 – Understanding the Industry’s Environmental, Ethical & Legal Issues
Chapter 12 – Exploring & Adapting Direct & Interactive Marketing Strategies Around the World
Chapter 13 – Applying Direct & Interactive Marketing Math and Metrics
Part Four – Applications & Future Directions of Direct & Interactive Marketing
Chapter 14 – Examining Direct & Interactive Marketing Applications in a Variety of Sec
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