Direct, Digital & Data-Driven Marketing

图书简介

In this latest edition of her classic text, Lisa Spiller takes an insightful, in-depth look at contemporary marketing concepts, tactics, and techniques and the dynamic innovations that continue to drive and shape this multi-faceted, multi-dimensional field. Direct, Digital, and Data-Driven Marketing recognizes the growth of the various digital formats as the newest interactive channels for conducting modern marketing. But it does not overlook the traditional principles of direct marketing still relevant today. This book examines the field both as it once was and as it is evolving. With plenty of learning features online resources, the Fifth Edition provides an engaging journey, which will leave any marketing student with a thorough knowledge of how all kinds of businesses manage regular communication with their customer base and target demographic.

Part 1: Build, Develop, and Measure Direct Marketing Strategies \\ Chapter 1: Processes and Applications of Direct Marketing \\ Chapter 2: Database Marketing and Customer Relationship Management \\ Chapter 3: Lists and Market Segments \\ Chapter 4: Marketing Analytics: Testing and Measurement \\ Part 2: Create and Place Direct Marketing Campaigns \\ Chapter 5: The Offer \\ Chapter 6: Message Strategies \\ Chapter 7: Print Media \\ Chapter 8: Television, Radio, and Digital Video \\ Chapter 9: Mobile, Text, and Telephone \\ Chapter 10: Digital and Social Media \\ Part 3: Serve and Adapt to Customers and Markets \\ Chapter 11: Business-to-Business (B2B) \\ Chapter 12: Fulfillment and Customer Service \\ Chapter 13: Environmental, Ethical, and Legal Issues \\ Chapter 14: International Direct Marketing \\ Part 4: Applications, Examples, and Careers in Direct Marketing \\ Comprehensive Cases \\ Appendices

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Direct, Digital & Data-Driven Marketing 直接的数字和数据驱动的营销 商业经济学

Direct, Digital & Data-Driven Marketing

直接的数字和数据驱动的营销
商业经济学