Spiller, Lisa, <br/><br/>
Contemporary direct and interactive marketing / 
 Contemporary direct & interactive marketing 
Lisa D. Spiller, Martin Baier. 
 - 3rd ed. 
 - xxii, 466 páginas :  ilustraciones ;  26 cm. 
<br/><br/> Rev. ed. of: Contemporary direct & interactive marketing. 2nd ed. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Examining the processes and applications of direct and interactive marketing -- Building databases, rewarding customers, and managing relationships -- Determining lists and segmenting markets -- Testing, measuring and analyzing customers and campaigns -- Planning and creating a value proposition -- Planning and creating compelling message strategies -- Designing and employing print -- Utilizing television, radio and digital video -- Using mobile, text and telephone for marketing -- Utilizing current digital and social media -- Fulfilling the offer and serving the customer -- Understanding the industry´s environmental, ethical, and legal issues -- Exploring and adapting direct and interactive marketing strategies around the world -- Applications, examples and careers in direct and interactive marketing. 
<br/><br/><label>ISBN: </label>1933199377 9781933199375 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Mercadeo directo.
<br/><br/><label>Dewey Class. No.: </label>658.84  / S756c 2012