TY  - BOOK
AU  - Spiller,Lisa
AU  - Baier,Martin
AU  - Spiller,Lisa
TI  - Contemporary direct and interactive marketing
SN  - 1933199377
U1  - 658.84 
PY  - 2012///
CY  - Chicago, IL
PB  - Racom Communications
KW  - Mercadeo directo
N1  - Rev. ed. of: Contemporary direct & interactive marketing. 2nd ed; Includes bibliographical references and index; 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
ER  -