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008 120913s2012^^^^ilua^^^^^^^^^^000^0^eng^^
020 _a1933199377
_q(pbk.)
020 _a9781933199375
_q(pbk.)
040 _aDLC
_cDLC
082 0 4 _a658.84
_bS756c 2012
100 1 _9281915
_aSpiller, Lisa,
_eautor
245 1 0 _aContemporary direct and interactive marketing /
_cLisa D. Spiller, Martin Baier.
246 2 _aContemporary direct & interactive marketing
250 _a3rd ed.
264 3 1 _aChicago, IL :
_bRacom Communications,
_cc2012.
300 _axxii, 466 páginas :
_bilustraciones ;
_c26 cm.
336 _atexto
_btxt
_2rdacontent
337 _ano mediado
_bn
_2rdamedia
338 _avolumen
_bnc
_2rdacarrier
500 _aRev. ed. of: Contemporary direct & interactive marketing. 2nd ed.
504 _aIncludes bibliographical references and index.
505 0 _aExamining 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.
650 1 4 _980286
_aMercadeo directo.
700 1 _9139758
_aBaier, Martin.
_eautor
700 1 _9281915
_aSpiller, Lisa.
_tContemporary direct & interactive marketing.
_eautor
942 _2ddc
_cGEN
991 _aMER
_aPR15
_ade la Mora Velazco, Ana Elena
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900 _aLYM
900 _aECO
900 _aSYC
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900 _aAYN
900 _aDI
900 _aCDI
900 _aTC
900 _aCNT